Exclusive Mary Carmichael Unilever Bestfoods is encouraging consumers to think of olive oil in the same way as wine with the launch of a five flavour Bertolli range backed by a £3m marketing campaign. Like wine, each flavour is designed to complement different foods. Delicato is a mild all-purpose cooking oil, while the others are all extra virgin olive oils. Tradizionale is unfiltered. Extra Virgine is for dressing salads and vegetables; Gentile complements pasta, white meat, fish and dressings; and Robusto is fruity and goes with red meat and rustic soups. Distribution is under way now with the products set to hit shelves in April. The supporting campaign includes press ads, instore recipe leaflets, tastings and cross-brand promotions with fresh salads. The company is also discussing sampling opportunities with an off licence chain. "The guiding principles are awareness, education and visibility," said Mike Miller, culinary category manager at Unilever Bestfoods UK. "Our target audience is already aware of the health benefits of olive oil," he added. "But they are also attracted by the emotional values of the Mediterranean lifestyle." Rsp: £2.59, Delicato; £2.99, other flavours. All 500g. {{MARKETING - P&P }}