Italy’s Tavernello is green by nature

06 August, 2010

Italian Tetra Pak wine brand Tavernello has launched a six-figure advertising and sampling campaign.

The campaign – Loved by Nature, Adored by Italians – is designed to reinforce the environmental benefits of Tetra Pak as a sustainable alternative to glass bottles. ?It will run until the end of August and feature full-page ads in Observer Food Monthly and the Independent magazine, and on the Sunday Times, Telegraph and Guardian websites. There will also be radio ads. The activity will be supported by sampling in 60 Tesco stores.

Brand owner Caviro’s export business unit manager, Pier Luigi Calcagnile, said: “The UK remains a key focus for Tavernello and the launch of the campaign will further build our brand awareness in this highly competitive market.”?The Tavernello UK website reinforces the campaign and also features a consumer competition to win one of five luxury eco retreats to Tuscany.




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In the not-too-distant future, when all humans are born with inbuilt VR headsets and Trump is Supreme Commander of the Known Universe, how will students of wine look back on the present era of retail in the UK? And, in such a dystopian world, why would anyone care?

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