Star Fine Foods celebrates its 100th year with a new print campaign spotlighting recipes that use Star's specialty foods.
The colorful ads in the $1.6 million consumer and trade campaign, created by Hunter/Rossini/Boleslav in Beverly Hills, Calif., suggest Star has spent the last century developing its passion for flavor. In addition to the recipes and shots of the prepared dishes, the ads include product shots as well as photographs of olives being harvested. "Since 1898, we've poured our heart into every bottle," reads one headline. Copy on another ad reads, "In our never-ending hunger for flavor, each olive is hand picked and cold pressed."
The tagline is, "Star makes life a little tastier."
"We fully intend to continue to focus on providing consumers with a broad range of recipes and couponing featuring olive oil and other Star specialty food items," said Frank Morgan, president of the Fresno, Calif.-based company.
The ads broke in August issues of consumer and food magazines including Sunset, Bon Appƒtit, Cooking Light, Good Housekeeping, People and Better Homes & Gardens and will run through the end of the year.
Star specialty food products are sold in retail stores and warehouse clubs throughout eight Western states, as well as in New York, Florida and parts of New England. Its olive oil brand ranks third in U.S. sales.