World of ideasCampaigns

Integrated Communication Campaign ‘The Taste of Origin and Tradition’

Client

Consorzio del Prosciutto di San Daniele & Consorzio Tutela Grana Padano

Duration

since 2015

Campaign

  • mc is responsible for the communication campaign “The Taste of Origin and Tradition“ for both the Consorzio di San Daniele and for the Consorzio Grana Padano in the target markets of Germany, Austria and the United Kingdom
  • The goals of the campaign are to raise the demand for "Prosciutto di San Daniele" and "Grana Padano" cheese and to create awareness for the Protected Designation of Origin scheme (PDO label) awarded by the EU

Target Groups

  • Consumers
  • Professionals (e.g. chefs, restaurant owners)
  • Multipliers (e.g. journalists, food blogger)

Implementation

placeholdermc Public Relations

  • PR campaign (agenda setting, journalist meetings, foodservice incentive competition, customer incentive competition)
  • In-store promotions (product presentation and sampling in more than 200 stores in Germany, Austria and the United Kingdom
  • Winning of renowned chefs as brand ambassadors
  • Realization of journalist meetings and editorial visits in the cities of Berlin, Munich, Vienna and London
  • Realization of a foodservice incentive competition with professional chefs in Berlin and London
  • Placing of both products in the media
  • Maintenance of Facebook channel
  • Conducting surveys before and after the in-store promotion activity
  • Creation of international press review
  • Supervision, reviews, evalution

placeholdermc Advertising

  • Advertorial campaign (print, online, trade and consumer press)
  • Planning, creation and production of main campaign motifs
  • Planning and creation of product motifs

Results

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