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In new ad, Bertolli targets gay, lesbian Italophiles

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In a new ad airing this month on the Logo channel, Bertolli reaches out to another segment of Italophile consumers, reports Stuart Elliott of the New York Times.

Owned by mega-corporation Unilever, Bertolli frozen foods commissioned Logo -- the first national cable channel for gay and lesbian viewers -- to create a series of commercials targeting the Logo audience, Elliott tells readers of his Media Decoder blog. This latest ad (the third in its series) features Charlie Davis, host of Logo's travel series "Bump," driving through Italy and later enjoying a Bertolli Italian dinner with an actor who plays his boyfriend. The second spot, reports Elliott, won a Glaad Media Award in Advertising from the Gay and Lesbian Alliance Against Defamation. Both the Logo channel ads and other, more mainstream Bertolli ads run under the tagline "Italy is served." 

Bertolli's ads capitalize on a basic fact that we at NIAF have known all along: people from all backgrounds appreciate Italian culture and cuisine!