News America Marketing and Thinaire Deliver engaging Shopping Experience with Bertolli Olive Oil

World's Number One Olive Oil Brand Entices Shoppers with Interactive Mobile Marketing Campaign Featuring Video, Recipes and More

May 12, 2014, 13:33 ET from News America Marketing

NEW YORK, May 12, 2014 /PRNewswire/ -- Consumers will taste-test the best of what Bertolli Olive Oil has to offer in the form of mobile content, featuring mouthwatering recipes and bite-size videos starring Chef Fabio Viviani.  Building on the success of their first mobile marketing campaign partnership that utilized SmartSource with NFC, News America Marketing and Thinaire are helping Bertolli once again serve rich interactive content directly to consumers in the shopping aisle.

As shoppers visit the olive oil aisle, a tap of their NFC-enabled mobile devices to specially tagged SmartSource ShelfTalk signs will instantly bring them to "This Week's Recipe" from Bertolli. The recipe includes a shopping list that details all the necessary ingredients for a delicious meal so everything can be purchased during a single store visit.  Additional content includes videos starring Chef Fabio which range from how to prepare this week's recipe to an educational "Olive Oil 101," discussing specific uses for Bertolli Extra Virgin, Classico and Extra Light blends.

"Mobile marketing allows us to engage with shoppers on-the-go by helping them plan their next meal directly at the point-of-purchase," said Maggie Rogers, Brand Director, Bertolli Olive Oil.  "We're looking forward to continuing our collaboration with News America Marketing and Thinaire to create additional campaigns that simplify and streamline the consumer's shopping experience while incorporating an element of entertainment."

"SmartSource with NFC is helping brands like Bertolli capture consumer imaginations while delivering information," said Mark Goodstadt, CEO of Thinaire. "In addition to offering rich content, campaigns like this help brands like Bertolli analyze point-of-purchase information to better understand the ongoing evolution of shopper behavior."

"Seeing a leading brand like Bertolli add a mobile element to its marketing strategy is a testament to the results mobile marketing engagement can deliver," said Marty Garofalo, President, News America Marketing.  "These types of on-the-go messages bring together brands and consumers wherever they are, personalizing the shopping experience and delivering a meaningful connection."

News America Marketing®
News America Marketing is the premier marketing partner of some of the world's most well-known brands. From our iconic Sunday coupon insert, SmartSource Magazine®, to our innovative digital savings platforms, News America Marketing's SmartSource® branded advertising and promotional programs are an integral part of America's shopping routine. We reach millions of consumers each day through our network of 1,800+ publications1, 58,000 retail stores2, and 300 partner sites including our own SmartSource.com3.  Since 1988, we have delivered advertising and promotions that are proven to help brands succeed.

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1NAM market list effective 1.26.14

2Based on an aggregate of NAM cycle  5, 2014 SSCM for all classes of trade with the exception of the domestic class of trade, which is based on Carts and the book class of trade, which is based on Shelftalk

3As of April 2014

Thinaire is the leader in NFC marketing solutions that US/Global brands and marketers turn to: Sony, adidas, Unilever, Kraft, Verizon, Nine West, Hershey's, et al.  Thinaire has pioneered a scalable cloud-based marketing platform that enables coordinated and relevant brand messages to come to life on mobile devices using NFC and other mobile on-ramps. Thinaire's platform supports mobile engagement and activation initiating from multichannel media forms, including: In-store media; magazines and publications; digital place-based media networks; Out-of-Home media; special events; as well as consumer interaction directly from product engagement medallions. Thinaire's platform is designed to deliver branded experiences and promotions that make offline media digital, social, measurable and mobile...enhancing consumer-brand engagement, increasing activation and facilitating mobile transactions. Thinaire is a Global Award Winning Finalist for industry pioneering for their Kraft/Halls NFC enhanced Media.  For more information, visit

SOURCE News America Marketing