FOOD & BEVERAGE

Practice Area

MARGARINE, SPREADS & TOPPINGS

  • Lipton Unilever — Margarine, Spreads and Toppings Division)
    I Can’t Believe It’s Not Butter! Multi-Year Campaign

    Created and implemented the award-winning PR campaign for Fabio and the launch of I Can’t Believe It’s Not Butter! Spray. The executed plan included multi-city special events, national baking contest, Fabio inaugurating the I Can’t Believe It’s Not Butter Website!, local and national television interviews, live in-city media tours, giveaways, product sampling, self-liquidators and gorilla marketing to consumers. Record-breaking publicity was achieved in all media including food, celebrity, general interest and b2b platforms, including The New York Times Sunday business section. Launch included all ICBINB! SKUs.

    Our campaign won a Silver Edison Award from the AMA for product innovation. It was further named by Unilever as the Best New Product Lunch in their history focusing on our PR agency as its best ever.

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  • Lipton – Shedd’s Spread Country Crock at Country Fairs

    Promoting brand for baking perfection. Arranged local baking contests in over 20 markets — product sampling, product giveaways at country fairs throughout the U.S. Participated in New York City’s Ninth Avenue International Food Festival. Grass roots publicity followed by publicity that named winners and recipes. Campaign included the national “Design a Country Crock” contest, judged by the National Crafts Council followed by a SMT and other national publicity.

  • Lipton – Promise Margarine, the “Healthy Margarine Spread” Launch

    Launched low fat SKU tied to new TV commercial featuring Hanna Barbera’s cartoon characters, “Tom and Jerry.” Agency created a hugely successful SMT featuring author, Michael Mallory, a noted Hanna Barbera scholar followed by national publicity around the launch.

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  • Butterball Butter

    Formerly of turkey fame, the company targets foodservice and consumer outlets offering sculptured butter used for special occasions. Shapes like rosettes, butterballs, colored dollops, and even company logos are their stock and trade. The agency recommended the creation of a swan-shaped butter to be used at weddings. The New York Times featured them in its annual bridal roundup. Swans are faithful to one partner for life, making them the perfect symbol of marriage.

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  • National Association of Margarine Manufacturers, Trade Association

    Launched “Open Your Fridge to a Healthy Heart,” a celebrity driven campaign that influenced consumers to use margarine over full-fat butter. This campaign featured Kate Jackson, from the original “Charley’s Angels” cast.

SAUCES, OLIVE OIL, & PASTA

  • Lipton – Five Brothers Pasta Sauce

    National launch of Lipton’s entry into the gourmet sauce category as a compliment to their Ragu. An “all-tomato” press luncheon was held at New York’s James Beard House by master chef Roberto Donna. Launch included multi-city special events, product-tasting program, publication of A Year of Tuscan Cooking (which sold out on QVC), relationships with celebrity chefs, creation of a Five Brothers Culinary Club, and more. Product became a bestseller and favorite of food editors at major publications. Editors considered it the best mass-market jarred sauce on the market!

  • Bambe Levine PR Lipton Five Brothers

  • LaMolisana Pasta

    Brand launch of Italy’s second largest-selling premium pasta brand included city-by-city rollout, interviews, brochure and package copy, map of Italy indicating pasta shapes indicative to each region. Recipe testing, trade shows. We even participated in the Ninth Avenue International Food Fair, New York.

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  • Federico II Olive Oil

    Frederico II was King of Sicily from 1194 to 1250.  Today, in 2014, the trees that the produce olives for his eponymously known novello olive oil, Federico II, Sicily’s best, are the very same tress that thrived in his day.

    Federico II, the best cold press extra virgin olive oil and appetizers and condiments, is located in the northwest region of Castellammare del Golfo (Tripani). This area has been designated to the DOP status, a European classification system that produces high-quality foods in a defined geographic area. All olive oils are bottled, dated and left unfiltered, meaning that oil residue collects at the bottom of the bottle, a sure sign of authenticity and quality.

    The U.S. operations are headed by Giacomo Quagliata, who grow up in this area of Sicily.  He also imports important Sicilian wine from this region. Bambe Levine Public Relations represents this company.

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SWEETS

  • Tasty-Trim Zero-Calorie Sweetener

    Publicity and trade PR launch. Think Sweet n Low in flavors such as lemon, cinnamon, vanilla, peach and hazelnut. Sold to food-service only.

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  • Gimmee Jimmy’s Cookies

    Major regional brand of cookies and desserts delivered to supermarkets, specialty stores, gourmet stores in the tri-state NY area. They also have retail stores under the Gimmee Jimmy’s moniker.

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