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Olive oil giant Filippo Berio, which began pressing olives in 1867 and is the top five brands in the U.S., doesn’t need many pointers when it comes to selling its olive oil. Its importer alone posted sales of $22 million in 2019, and Filippo Berio is a household name for many home cooks.
But when the brand determined that it could do better with its target demographic (high-income women aged 25-44 living in the Northeast, Midwest and Southeast), it tapped the resources of marketing technology firm Aki Technologies and data-analytics agency Media Horizons.
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