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Colavita

Strengthening Colavita’s leading position in the U.S. Extra Virgin Olive Oil category and helping the company compete in a market of increasing options and interest in domestic olive oils.

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ColavitaGiveAway

Challenge

Maintain and strengthen Colavita’s leading position in the U.S. Extra Virgin Olive Oil (EVOO) category and help the company to compete effectively for consumers who are finding more domestic olive oil options.

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Action

An integrated communications campaign comprised of media relations, social media, event marketing, trade marketing, and sponsorships. The comprehensive program included successfully attended press and influencer events; support for major activations including the Fancy Food Show and Star Chefs’ International Chefs Congress; the grand opening of a new production facility in Dixon, CA; partnerships with NYC Pride and NYC Pride Ride; and social media promotion across all major platforms.

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Results

Media Relations:

From September 2017 to September 2018, C&P successfully generated positive interest in Colavita with over 700 million impressions across print, digital, broadcast, radio, and online media.

C&P secured a feature on the TODAY Show in October 2018 with 230 custom-made giveaway totes on national television, reaching 2.5 million broadcast viewership on NBC. Media coverage was generated in such top outlets as Bustle, Buzzfeed and Parade. CEO Giovanni Colavita was interviewed for publications including Bloomberg, Forbes, Food & Wine Insider and Chief Executive Magazine.

For the opening of the Dixon, California facility, a milestone in Colavita’s efforts toward becoming a major player in the domestic olive oil market, C&P secured coverage on local and national broadcast media including Good Day Sacramento (CBS) and NBC affiliates, and in print & online, such as Sacramento Business Journal and Times Herald Online. Colavita’s certified Master Chef Ken Arnone was also successfully pitched to journalists for story coverage and quotes in publications including Reader’s Digest, Business Insider, and PMQ Pizza Magazine.

Social Media:

In just one year, C&P secured a total of nearly 50,000 social media new followers across Facebook, Twitter, and Instagram – representing 144% growth – with 3,876,150 impressions and 60,285 engagements across these three major platforms.