Bertolli Olive Oil is to use News America Marketing and Thinaire‘s SmartSource with NFC service to deliver recipes, videos and ingredients lists to shoppers while they are in the relevant aisle of a supermarket.

“As shoppers visit the olive oil aisle, a tap of their NFC-enabled mobile devices to specially tagged SmartSource ShelfTalk signs will instantly bring them to ‘This Week’s Recipe’ from Bertolli,” News America Marketing explains.

“The recipe includes a shopping list that details all the necessary ingredients for a delicious meal so everything can be purchased during a single store visit. Additional content includes videos starring Chef Fabio which range from how to prepare this week’s recipe to an educational ‘Olive Oil 101′, discussing specific uses for Bertolli Extra Virgin, Classico and Extra Light blends.”

“Mobile marketing allows us to engage with shoppers on the go by helping them plan their next meal directly at the point of purchase,” says Maggie Rogers, Bertolli Olive Oil’s brand director.

“We’re looking forward to continuing our collaboration with News America Marketing and Thinaire to create additional campaigns that simplify and streamline the consumer’s shopping experience while incorporating an element of entertainment.”