• April 14, 2008

The effort supports the brand's frozen dinners line. Called "Bertolli Nights In," the campaign began last week.

Viewers will be able to watch videotaped recipes for the perfect "night in" and vote on which video will be professionally produced by Bertolli. Voters will be entered to win Comcast on-demand movies and Bertolli Frozen Dinners for a year.

According to BrightLine iTV, which created the effort, the campaign marks the first time that user-generated content from a microsite is being featured as a video on-demand for TV audiences.

"The campaign further highlights Bertolli's commitment to more effectively reaching the new digital consumer, says Robert Aksman, BrightLine's creative direcgtor. "This, their third campaign in iTV, is designed to fit and feed the observed shift in television viewing behavior."

Unilever spent $11.8 million advertising the Bertolli frozen dinner line in 2007, according to Nielsen Monitor-Plus.

--Nina M. Lentini