As both the Art Director and the ACD I worked with a team to rebrand Carapelli Olive Oil. As Italy's #1 olive oil, Carapelli is known internationally but struggles in the US. With a limited budget in mind, we positioned Carapelli as the Olive Oil that's made with care AND made to share.
We wanted to brand to extend beyond recipes and into the occasions that surround a meal. So yes, Carapelli provides consumers with recipes. But now they also provide projects, games and ideas to turn those meals into occasions.
The website, CarapelliUSA.com, rewards viewers for sharing content with an incremental coupon, turning consumers into free media for the brand.