Celebrity Endorsement in Bertolli UK's Brand Strategy

1 Applying Celebrity Endorsement Theory to Bertolli UK's Brand Strategy Student Name Affiliation Course Professor Name Date

2 Applying Celebrity Endorsement Theory to Bertolli UK's Brand Strategy Within culinary delights, Bertolli UK is a well-known brand that has long been linked to Mediterranean-inspired products. With a vibrant history dating back to 1865, Bertolli's legacy is rooted in Italian culture and tradition. In its quest to craft a compelling brand strategy, Bertolli UK seeks to resonate with a specific target audience – the ageless life-embracers. These individuals have a zest for life, celebrating each stage of their journey with unwavering positivity. They derive pleasure from life's simple joys, including Bertolli's products' culinary delights. To construct a brand strategy that effectively engages this audience, we turn to the insights provided by Kineta Hung's article on celebrity endorsement theory. This theory explores the dual entertainment paths within celebrity endorsement, shedding light on the aspirational and playful motives that drive consumer engagement. Examining and applying these critical concepts to Bertolli UK's brand strategy, with celebrity endorsement, can fortify the brand's identity and connect with its target audience. Understanding the Target Audience Before delving into the intricacies of celebrity endorsement theory, it is vital to grasp the essence of Bertolli UK's target audience – the ageless life-embracers. These people cherish each moment with an optimistic and forward-looking outlook. They view life as a continuously evolving series of experiences, a tapestry of experiences waiting to be embraced. As they grow older, the ageless life-embracers recognize that life transforms. However, they remain steadfast in their determination to extract joy and fulfilment from every phase of their journey. They seize life with unwavering enthusiasm, dancing as if nobody is watching and singing as if nobody is listening. Central to their lives is cultivating pleasure, including their relationship with food.

3 To understand the mindset of these ageless life-embracers, one must look to the Mediterranean, particularly Italy, as a profound source of inspiration. Italian culture embodies vitality, an unbridled passion for life, and a remarkably positive perspective on aging. These qualities emanate from the Italians' warm and spirited relationships with family and friends and their profound connection to food, enriched by the goodness of olive oil. Bertolli UK had traversed a parallel path since its inception in 1865 when Katerina and Francesca Bertolli embarked on a journey to sell olive products from their family home in the Italian Hills. Since that pivotal moment, Bertolli products have been meticulously crafted with the essence of Italian spirit and passion. Using naturally sourced ingredients and the finest Mediterranean olive oil, Bertolli's products have transcended generations, inspiring countless families for over 150 years. The Purpose of Bertolli UK: Celebrating the Beauty of Aging Within Bertolli UK's brand perspective is the perspective that growing older brings blessings instead of being a burden. This brand thus esteems individuals who rarely lose their zest for life. Bertolli’s mission goes beyond the culinary realm, and includes lifestyle as well as philosophy. Bertolli UK's motivation encompasses sustainable sourcing for olive oil, supporting the brand's obligation to ethical and responsible practices. This promise aligns with their brand identity and also augments the account of celebrating life's journey. The Essence of Bertolli UK's Brand Identity Bertolli UK expresses itself through numerous key elements as a way of establishing its brand: It is the main brand that truly esteems the Italian attitude towards appreciating good food and relishing life at each stage. This differentiation powerfully anchors the brand's identity. Additionally, the spirit of Bertolli UK's personality could be captured by the expression "Lavita è bella," meaning "Life is beautiful" that explores the brand's philosophy of implementing life's

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4 beauty and joys. Bertolli's goods are delicious and infused with the goodness that come from 100% Mediterranean olive oil. This is a benefit that is foundational of the brand's contributions. Beyond this, Bertolli UK seeks to draw an emotional connection. The brand also aims to evoke the Italian zest for life in consumers that engage with its products and philosophies. At its essence, Bertolli UK aims to serve a specific group of persons – the ageless life- embracers. Such a demography is forward-looking, avoiding nostalgia in favor of accepting the future. They relish every moment, developing pleasure in life's meekest moments, chiefly when it comes to food. As persons age, they often meet moments of reflection as well as alteration. Life commences to impart the wisdom of change, and one realizes that the ability to enjoy it may lessen with age. Bertolli UK's products symbolize a potent truth – they are fashioned with the natural goodness of olive oil, combined with the passion of Italian culture. This synthesis is not simply culinary but evidence to the brand's assurance to quality and genuineness. Applying Celebrity Endorsement Theory With a comprehensive understanding of Bertolli UK's brand identity and target audience, we can now delve into the application of celebrity endorsement theory. Kineta Hung's theory introduces the dual entertainment paths of aspirational and playful motives within celebrity endorsements (Hung, 2014). The Aspirational Motive The aspirational motive aligns perfectly with Bertolli UK's target audience of ageless life-embracers. These individuals aspire to lead fulfilling lives and seek inspiration from those who embody such a lifestyle. To leverage this motive effectively, Bertolli UK can associate its brand with celebrities who personify the values and lifestyle of the ageless life-embracers.

5 Selecting Celebrities The selection of celebrities for endorsement should be a meticulous process. Ideal candidates are those who exude positivity, embrace various life stages, and genuinely appreciate Mediterranean cuisine. Such individuals serve as role models, inspiring consumers to celebrate life at every juncture. Creating Emotional Connections Emotional connections play a pivotal role in the aspirational motive (Hung, 2014). Bertolli UK can create these connections by sharing stories of celebrities who have gracefully and joyfully embraced aging. These narratives can seamlessly integrate into marketing campaigns, highlighting how Bertolli's products complement consumers' desire for a positive and enjoyable life. Given Bertolli UK's association with Mediterranean cuisine, the aspirational motive can inspire consumers to adopt Mediterranean-inspired lifestyles. Celebrity endorsements can reinforce the idea that Bertolli's products, infused with Mediterranean olive oil, are essential for savoring the pleasures of life. Aligning with Bertolli UK's ambition for sustainable olive sourcing, celebrities can also endorse the brand's commitment to ethical and sustainable practices. This aligns with the aspirational motive, as consumers aspire to make responsible choices for a better world. Product Messaging Bertolli UK should ensure that its products' functional benefits, such as the delicious taste derived from 100% Mediterranean olive oil, are emphasized within an aspirational lifestyle. Celebrity endorsements can reinforce the connection between these benefits and the aspiration to live a fulfilling life.

6 Incorporating celebrity endorsement theory into Bertolli UK's brand strategy can serve as a potent instrument for connecting with its target audience – the ageless life-embracers. By embracing the aspirational motive, the brand can select celebrities who personify the values and lifestyle of its audience. These endorsements must be genuine and emotionally resonant, inspiring consumers to celebrate every stage of life with Bertolli products as an integral part of their journey. Furthermore, Bertolli UK can use celebrity endorsements to reinforce its commitment to sustainable sourcing, aligning with the values of its audience.

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7 Reference Kineta Hung (2014) Why Celebrity Sells: A Dual Entertainment Path Model of Brand Endorsement, Journal of Advertising, 43:2, 155-166, DOI: 10.1080/00913367.2013.838720

Applying Celebrity Endorsement Theory to Bertolli UK

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