Iliada Extra Virgin Olive Oil
Objectives
- Expansion of UK listings for premium Greek olive oil after exit from UK distributor
- Marketing programmes to drive awareness, trial and repeat purchase
Response
- GSUK carried out a market assessment and provided strategic recommendations on alternative routes to market to rebuild sales in retail and foodservice channels
- Finalised product range, positioning and commercials and sales plans
- Following account introductions, prepared digital marketing strategy focused on SEO and influencer activity
Results
- Expanded Ocado listings to 5 skus
- Tesco and Sainsburys listings achieved for core items + rate of sale increases thanks to digital campaign
- Achieved no 2 position on Google for ‘Greek extra virgin olive oil’ for Iliada (from outside Top 100 before SEO programme started), significantly boosting brand awareness and engagement
- SEO and influencer campaigns drove +24% increase in sales