Unilever-owned consumer packaged goods brand Bertolli is targeting food lovers via a mobile advertising campaign that aims to build an email list for future marketing.

Bertolli is offering users of the Today Recipes application the chance to win a trip ?into the heart of Italy.? The banner ad is part of a long term sponsorship that Bertolli has with the Today Recipes application, which was created by Zumobi.

?The content is really critical here,? said Ken Wilner, CEO of Zumobi, Seattle. ?Unlike traditional mobile ad networks we stress content and can marry highly relevant content with the appropriate brand very directly.

?So a brand like Bertolli can be married up with particular content like video, recipes and shopping lists,? he said. 

Currently, the Bertolli ad links directly to a microsite where consumers are asked to fill out their name and email address.

Those who opt to are added to an email marketing list to receive special offers regarding Bertolli.

Additionally, consumers that fill out the form are entered for a chance to win a culinary vacation to Italy and other prizes.

Here is a screen grab of the banner ad within the Today Recipes application.

Here is a screen grab of the form consumers fill out on the landing page.

In the past Bertolli ran banners via the Zumobi network promoting its pasta sauce and other food products.

Right now, the Bertolli ad consists of a standard banner linking directly to content.

The Today Recipes application is being updated to provide advertisers with Zumobi?s coined "app-within-an-app" experience, where consumers need not leave the application to view content from advertisers.

Bertolli used the app-within-an-app concept for advertising it ran within the Today Show application?s food & wine section. The rich media ad provided Bertolli enthusiasts with a better, richer experience.

Zumobi is able to capture data such as usage behavior and application downloads for Bertolli and other digital advertisers running ads on its network.

?We see high session times, so a lot of time is spent interacting with the brand,? Mr. Wilner said. ?Our clicks through rates are in the low single digits some as high as 6 percent, but the average is about 3 percent.

?The real win with these integrated sponsorships is rich media and the ability to leverage an existing audience,? he said. ?The opportunity of in-app advertising is the experience you are able to create to get someone engaged with a brand and the close organic relationship that an advertiser can have with the content.?