brand history
timeline study
GALLO HISTORY
1860
Gallo Olive Oil’s origin dates back to the XIX century. In 1860 the
União industrial, Lda was founded in Abrantes.
fotografias de Abrantes
em finais do século XIX
The Legend
There is a legend of a little town where the rooster used to crowed
at midnight. This place was full of enormousolive trees, and people
came from far and wide looking for an unknown treasure. No one
knows how to find it, but something was pointing out the past.
Vídeo em inglês:
URL
1919
1.º brand register was in 1919
GALLO has the heritage, the expertise and the knowledge of a long
time producer. GALLO is a Master Blender and uses this unique
know-how to select the best olives and the best olive oil for the
consumer. Since 1919 that Gallo is renowned for making olive oil
with a unique and flawless flavor.
Imagem do registo e
fotografias antigas
Did you know...
Master blend cames from over 150
different olive tree species.
FACTS
Victor Guedes decided to name the olive oil GALLO, because in a
morning when, after waking up and opening a wide the windows of
his room, he heard a rooster singing. And has a galician he
registered the brand name with a double “L”. These name has been
preserved to this day by his grace and originality.
And that was how got to this place, famous for producing a magic
liquid. A little town where according to the legend the rooster
crowed at midnight
Decade 1930 -50
1938
Imagens do logotipo e fotografias da marca no Brasil.
Mapa mundo com Brasil e Venezuela seleccionados
Victor Guedes & Cª bought União Industrial, Lda and GALLO start
to export olive oil. Since then internationalization is a company
priorite for business development.
BRAZIL & VENEZUELA
GALLO is in Brazil and Venezuela since 1930, and a strong leadership, reached some decades later.
FACTS
Did you know...
Brazil and Venezuela are countries with
high Portuguese imigration in the XX
century.
Decade 1960
Imagem fotografias antigas
(se houver). Senão mapa mundo
com Angola seleccionado
ANGOLA
GALLO is in Angola over 50 years.
1969
Imagens do logotipo
e fotografias
GALLO change its strategy, remains export, but starts to care about
consumers and the domestic use of olive oil. This was followed by a
phase of strong industrial expansion, with major investments in
opening of new installations and modernizing existing facilities.
Decade 1980
logotipos das competições
Monde selection - Trophee de la Haute Qualite
International Gold Medal
1982
1985
International award to export winner
Prémio Caravela Portuguesa
Fotografia
1989
FIMA (Unilever-Jerónimo Martins) buys Victor Guedes factory
and GALLO Brand. And began to develop category marketing,
de comodating the matket. GALLO became Olive Oil reference
brand in Portugal, with a strong assossiation with “Portugalidade”.
Portugal
Anúncio de televisão: “Origens”
GALLO invests in a brand positioning.
The new identity was built on:
Flavor: The portuguese olive oil
Tradition: A Cantar desde 1919
Trust (gallo ms in 1989 was 14%).
Decade 1990
1991
Imagens do logotipo
e novas embalagens
FIMA invest in GALLO brand’s identity with new
tv commercials and new domestic packing
Portugal
Anúncio de televisão: “Azeite Novo 91”
Portugal
Anúncio de televisão: “Mestre”
1993
1995
Portugal
Anúncio de televisão: “Alma Portuguesa”
Portugal
Anúncio de televisão: “Missa do Gallo”
Anúncio de televisão: “Azeite Novo 95”
1997
1999
Imagens dos produtos
GALLO developed new product line:
Olive Oil Aromatic Herbs
New Millennium
2000
2001
Imagens dos novos produtos
Portugal
Anúncio de televisão: “Trio de Cordas”
GALLO developed a new product line for Olive
Oil Extra Virgin - 3 new flavors: Suave, Clássico
and Intenso.
2002
Portugal
GALLO reaches market leadership.
New products were released: Black and Green Olive Paste.
Azeite Novo 2001/02
Imagem dos produtos
Brazil
GALLO beggins a strong growth
ISO
Since 2002 that Victor Guedes/GALLO has been certificate
by the ISO 9001 in terms of quality and by the ISO 14001 in
terms of environment.
Imagem dos selos
de certificação
2005
Imagem dos selos
de certificação
ISO
Victor Guedes/GALLO reaches the second level of the TPM
methodology (Total Productive Maintenance).
2006
Portugal
GALLO’s repositioning and re-launch
Portugal
The main competitor brand with a strong positioning and
communication very close to the consumer. Gallo’s leadership
beggins to be threatened.
Portugal
Anúncio de televisão: “Tirem-me tudo”
GALLO launch a new product for
Olive Oil Extra virgem: Frutado
Imagem da nova identidade
da marca e embalagens
Brazil
Stronger and consolidated leadership, the Company changed
distributor and decided to strongly invest.
Brazil
1st TV ad 100% produced in Brazil
(local agency + local production)
Brazil
Anúncio de televisão: “Descoberta”
2007
Brazil
Brazil became the first market for GALLO in value
Imagens dos produtos
Portugal
High aggressiveness in the Market. Strong Media investments
from The main competitor brand - created a pop-up tap
2008
GALLO launchs a new product line: Vinegars.
New premium products: GALLO Grande Escolha, GALLO
Primeiro Azeite (baby)
Portugal
GALLO’s re-launch new design for the product line: Olive Oil
Extra Virgin. Product line reduced the acidity content for 0,5%
Portugal
Anúncio de televisão: “Receita de Portugal”
New premium produtcs: GALLo Colheita Tardia Delicado
Imagem da nova identidade
da marca e embalagens
Brazil
Anúncio de televisão: “Convites”
2009
Worldwide
July - GALLO Worldwide is created.
logotipos das competições
Prizes
- 1º Prize in Mário Solinas Award, Azeite Novo 2009-2010
- World Best Virgin Olive Oil by Feinschemecker Magazina
- Grand mention in International China Olive Oil Competition
2010
Brazil
Beggins to increase in competitiveness and marketing investment
from main competitors.
China
GALLO is in China since 2009 with the main focus in retail market
and in high income regions: Shanghai, Beijing and Guangdong.
Portugal
Anúncio de televisão: “Colheita ao Luar”
Portugal
GALLO released premium products with high quality such as
GALLO Colheita ao Luar
Portugal
GALLO released premium products with high quality such
as Azeite Novo and Moura DOP, GALLO DIP-IT
Portugal
Anúncio de televisão: “Tradições Renovadas”
Awarded campaign - “Tira-me Tudo”
The tv commercial was voted online from consumers has
the best film at the last 5 years. The poem is the portuguese
spirit.
Brazil
Brazil became first market for GALLO in volume (tons)
Gallo invests in a brand positioning/ image built on:
Wisdom with sensitivity. Preserves the best of the past in
order to keep evolving in the future
Brasil
Imagem do produto
For the 1st time in Gallo history a product was launched
first on a market other than Portugal – Table Olives (with a
local campaign in Brazil)
Prizes
- World Best Virgin Olive Oil by Der Feinschemecker Magazina
- Silver medal in Oil Chine Competition, Azeite Novo 2009-10
- Top prize with 3 medals by the International
Taste & Quality Institute, Azeite Grande Escolha
- World Best Extra Virgin Olive Oil by Marco Oreggia (Guia Flos Olei), Azeite
Colheita ao Luar
logotipos das competições
Anúncio dos prémios
2011
Angola
Anúncio de televisão: “Azeite é Gallo”
InfoGraphics
Strong growth over the last years:
(+8,2% 2010; +4,7% 2009; +68,4% 2008)
Angola
After a period of non organized distribution, GALLO started a new
“era” to become Nº1 in Angola: new Distributor, new Communication Platform “AZEITE É GALLO”/ ATL Communication (Radio
2011; TV 2012)
Russia
GALLO is in Russia and focus POS activation: objective brand
awareness & product rotation
Brazil
In Brazil, tradition is always a very positive attribute.
Very familiar brand.
Low per capita consumption:
200ml/ year (Vs. 7 Liters PT)
Portugal
Lost the leadership for the 1st time.
Low per capita consumption:
11ml/ year (Vs. 7 Liters PT)
InfoGraphics
Olive Oil Market - strong growth
+11% 2011; +13% 2010; +12% 2009; +20% 2008
InfoGraphics
Olive Oil Market - Very Mature Market but with
interesting growth: (+3% 2011; +4% 2010; +2%
2009; +5% 2008)
Low per capita consumption: 7 Liters
InfoGraphics
Olive Oil Market - Strong growth
2011 / +50,1% Volume; 52% Value
China
GALLO is in China since 2009 with the main focus in retail market
and in high income regions: Shanghai, Beijing and Guangdong.
Worldwide
Olive Oil in China
0,05% Total Volume of Oil Category
(60 millions Tons)
GALLO’s tradition that is still alive today and
spreads beyond our borders, taking the taste of
Portugal to the four corners of the world.
Low per capita consumption:
20ml (Vs. 7 Liters PT)
2011
(...)
InfoGraphics
Every year we taste over 5.000 olive oil samples
and more than 70% of them are rejected due to our
high quality standards.
Present in over 49 countries
Leader in Brazil, Portugal, Angola and Venezuela
Today GALLO is a Global Brand.
70% GALLO’s Turnover is from Export
5th Olive Oil Brand in the World
2012