Filippo Berio has unveiled a major marketing campaign for its pesto range as it looks to challenge market leader Sacla’ and drive category growth.
The push, which the brand claims is the largest dedicated pesto campaign in more than a decade, will run across TV, print, digital and out‑of‑home for three weeks from 20 April.
It is designed to increase awareness, inspire usage and drive demand at fixture. Filippo Berio said the activity would support retail partners with “strong sales momentum” across its pesto lineup.
The move follows a recent Waitrose listing for the brand’s pesto range and comes as Filippo Berio steps up efforts to close its remaining distribution gap in Sainsbury’s.
Filippo Berio said the major investment would bring pesto to TV screens nationwide, reinforcing its commitment to “driving shopper engagement, category growth and long‑term value”. The brand’s pesto sales grew by more than 14% in 2025 to £8.8m, according to NIQ data [52 w/e 27 December 2025].
“With this level of investment behind the brand, we’re not only championing our own range but actively growing the category,” said Walter Zanre, CEO at Filippo Berio. “We see this as a real opportunity to bring incremental value to our retail partners and drive meaningful growth in pesto.”
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