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Bertolli wants consumers to swap pizza for ready-in-12-minutes Italian meals on Oscars night. The Unilever-owned frozen foods brand is launching a new campaign, called “Italy is Served,” during the awards ceremony this Sunday. Gaston Vaneri, a marketing director who oversees Unilever’s U.S. frozen foods business, said the campaign is part of Bertolli’s strategy to communicate the quality and authenticity of its ingredients, even in a downturn. Hence, the largest marketing investment ever for Bertolli, per Vaneri.
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