It started with olive oil 150 years ago and eventually moved into pasta sauces. Founder Francesco Bertolli certainly couldn’t have known his company, now owned by ConAgra, would eventually have a whole line of frozen food.
Now, after a century and a half of celebrating Tuscan food with consumers, Bertolli is marking its birthday—timed to Italian Heritage Month—by sharing with the hungry. The brand is asking consumers to post images to social media that show “how they bring Tuscany to the table” with the hashtag #MyTuscanTable. Each time the hashtag is used, Bertolli will donate $1 to No Kid Hungry, which aims to end childhood hunger in America.
The campaign isn’t just about feeding the hungry, though. It also pushes the idea of using Bertolli frozen foods to share and enjoy meals with others, MediaPost reports. The tagline: “Don’t Just Eat. Mangia!” reminds people that in our over-digitized world, people don’t spend meal time together enough. The brand will unleash a “Mangia” microsite in November and ask consumers to share their own #mangiamoment.
Brand ambassadors for the campaign include actress Debi Mazar and her chef husband Gabriele Corcos, who was born in Tuscany and recently opened a restaurant in Brooklyn.
“Even in Gabriele’s Italian home, Bertolli products are pantry essentials,” said Mazar in a press release. “Bertolli is a household name in both the old country and the Americas—and Gabriele and I are thrilled to partner with Bertolli to do good to mark their milestone anniversary.”
In addition to doing some good in the world, Bertolli is also using the birthday celebration as a launching pad for a new line of sauces, Bertolli Reserve, which comes in four varieties. That’s the sauce that will be atop pasta coming from the special Bertolli food truck traveling around New York City from Oct. 8-12. Food truck stops will be posted to Bertolli’s Twitter page.