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Tag: Leonardo Olive Oil

  • Campaign launched on the back of the recent consumer friendly packaging launch

    Leonardo Olive Oil dispels myths around the category in latest campaign

    By A Correspondent

     

    Olive oil brand Leonardo has unveiled its new campaign ‘Indian foods have hots for olive oil’ which creates awareness among consumers regarding the usage of olive oil in their daily Indian cooking.

     

    Said Deoki Muchhal, Managing Director, Cargill’s food business in India: “Leonardo Olive Oil has done a deep dive with the consumers to gain an understanding of the key triggers, motivators and barriers of usage. The major takeaway was that the Olive oil category is complicated especially the usage of its different variants is not very clear in consumers’ minds. This leads to the consumer being confused hence hindering the category growth. Being the No.1 olive oil brand in country, with this campaign our efforts has been in sync with creating awareness for the right use of each variant of the brand and breaking the myths associated with it. With the launch of new packaging, Leonardo Olive Oil has user-friendly names for each of its variants to propagate right decision making. This step is expected to increase the consumption of olive oil in Indian cooking.”

     

    Added Naveen Gaur, Chief Operating Officer – Lowe Lintas: “Leonardo’s brand journey in India has always been centered around creating awareness about the versatile usage of Olive oil in Indian kitchens. Our present campaign is an extension along this path where we break the myth that olive oil cannot be used for Indian cooking. Using the variant best suited for different types of cooking needs like frying, day to day cooking and dressing, it is possible to reap the numerous health benefits of this versatile oil. The campaign is vibrant and at the same time educative of the usages of the variants helping consumers to understand the product and its benefits.”

     

     

  • Chef Sanjeev Kapoor will highlight the usage and benefits of Olive Oil in Indian Cooking

    Leonardo Olive Oil signs Sanjeev Kapoor as brand ambassador

    By A Correspondent

     

    Leonardo Olive Oil, a flagship brand of Cargill’s food business in India, signed celebrity chef Sanjeev Kapoor as its brand ambassador.

     

    Commenting on the partnership, Deoki Muchhal, Managing Director of Cargill‘s food business in India said: “In keeping with our goal of nourishing the world, we aim to provide our consumers with the very best of health and nourishment, through our product portfolio. Leonardo Olive Oil has overarching health benefits and provides our consumers with an undeniable health proposition while cooking their daily food. Chef Sanjeev Kapoor is recognized across the country as the quintessential face of high-quality Indian cooking and we believe he best communicates our message of giving prime importance to good health on an everyday basis. This partnership represents our attempt to collaborate with experts to make the world a healthier place, together.”

     

     

  • BCCL is to buy 12% in Dalmia Continental, promoters of the Leonardo and Hudson brands of edible oil

    Oil’s well at the Times Group

    By A Correspondent

     

    Bennett, Coleman & Company Limited (BCCL), otherwise known as the Times of India Group, has taken options to buy upto 12 percent equity in Dalmia Continental Pvt Ltd (DCPL), promoters of Leonardo Olive Oil and Hudson Canola Oil. Leonardo Olive Oil is the market leader and No.1 brand of olive oil in the nation and holds 30 percent share in the olive oil market. Hudson Canola Oil is the leading canola oil imported from Canada.

     

    In 2011-12, Leonardo Olive Oil experienced a growth rate of 120 percent in total revenue with sales of Rs 40 crore. The olive oil sector in India grew at 45 percent over the same period. Leonardo has focused on the use of olive oil for Indian cooking, which is the strategy behind its growth and acceptance by the Indian consumer.

     

    VN Dalmia, Chairman of Dalmia Continental said, “We will not rest until olive oil becomes the main cooking medium in India. India is World No 1 in heart disease, World No 2 in diabetes and World No 1 in hypertension. The high mono-unsaturated fat in olive oil prevents heart disease, reduces cholesterol, fights diabetes and controls hypertension. There is also higher purpose behind our efforts: to improve the health of the nation. Our sole aim is not only to make profits”.

     

    A BCCL spokesperson added, “The Times Group has consistently helped promising brands to achieve their potential. Leonardo is the leading olive oil brand and the Times Group is pleased to be associated with a company and brand that have the potential to grow exponentially due to the consumer’s need for their products as well as the higher social purpose behind their efforts. By targeting investments to selected brands that have high potential, the Times Group has assisted several brands to become super-brands.”

     

    DCPL plans to spend a total of Rs. 100 crore towards its marketing initiatives in the 5 years from 2012-13 to 2016-17. The Leonardo ad campaign, which launched last year, has been designed by Euro RSCG.