NOW Agency

How do you revitalize an Italian Classic?

Filippo Berio, the long-established category leader, faced massive new competition, new consumers coming into the category, rapidly changing American eating habits. How to stand out from the crowd? Tap Berio’s great Italian heritage story. Focus on its creator, Filippo Berio the man, a brilliant 19th century example of a contemporary American ideal: the self-made man.

How did we do that? We updated his packaging. We introduced excellent new varieties. Built a dramatic origin story for TV. Created mouth-watering print and of course, we activate digitally. The result? Dramatic sales and share gains.

Just what the Italian Classic deserved!