Unilever Best Foods took the decision to dump the Olivio brand earlier this year. The campaign focuses on the fact that, while there is a new name for everything these days, the product remains the same.
Nicolas Fidry, Bertolli spread senior brand manager at Unilever Bestfoods UK, said: "It's a great coup that Mr Tornatore has directed the ad. The creative continues the traditional Italian theme, while assuring them that it is only the name that has changed."
The internationally renowned director focuses on communicating the message "Bertolli, the new name for Olivio".
Tornatore sets the traditional elderly Olivio characters in a bustling Tuscan village as a voiceover contrasts their rustic charm with modern slang. We see a donkey referred to as an "eco-friendly vehicle", a man winks suggestively at an elderly market woman, who is described as "eye-candy".
Olivio was launched in 1991 and currently has a 4.5% value share of the overall butter and margarine market.
Bertolli was founded in in Lucca, Tuscany, in 1865, but was only introduced to the UK in 2001. Bringing the two brands together also helps Unilever in its mission to reduce its number of core brands to 400.
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