Bertolli's Slogans & Taglines

Bertolli is an Italian food brand founded in 1865 in Lucca, Tuscany, when Francesco Bertolli and his wife Caterina opened a small grocery store selling regional olive oil, wine, and cheeses. In 1875, Italian emigrants in America began requesting shipments of his famous olive oil, making Bertolli the pioneer of olive oil in the United States. The brand steadily expanded across Australia, South America, and Africa, becoming a global leader. Post-war, Bertolli invested heavily in advertising as a branded product—a rarity in Italy at the time—and in the 1950s introduced glass bottles with the slogan Buy what you see, replacing metal cans. It was also the first olive oil company to highlight health benefits on its label and to introduce flavoured variants for the American market. Core offerings have evolved from extra-virgin olive oil into a comprehensive portfolio including pasta sauces, pesto, antipasti, and ready meals. Brand messaging has shifted from heritage-focused slogans such as The olive oil Barons of Italy and Passion makes perfect to the contemporary platform The Recipe is Simple, reinforcing the brand's commitment to pure ingredients and uncomplicated Italian cooking. Today, Bertolli is recognised as the world's number one olive oil brand, present in over 40 countries.