World of ideasNews

mc provides tasteful promotion

With Italian “Prosciutto di San Daniele” and the cheese “Grana Padano”, media consulta (mc) has brought on board two tasteful clients.

Not only will the agency be assisting these traditional brands with classic press and advertorial work in Germany, Austria and the UK for the next two years, it will also be offering delicious promotion events in well-known supermarket chains like REWE, EDEKA and Sainsbury’s.

An unmistakeable flavour is not the only thing these quality Italian products have in common: both the ham and the cheese have been granted the European Union’s “Protected Designation of Origin” label. This means that only Prosciutto from the San Daniele del Friuli Venezia Giulia region in North Italy can claim the illustrious name of “Prosciutto di San Daniele”, while the aromatic hard cheese “Grana Padano” must hail exclusively from the northern Italian Po Valley.

Classic Marketing Meets Tasteful Promotion

The evocative campaign designed by mc, “The Taste of Origin and Tradition”, immerses consumers in the world of Italian delicacies. Rustic advertising motifs market “Prosciutto di San Daniele” and “Grana Padano” to German, Austrian and UK audiences. “Such products, steeped in tradition, deserve a campaign that highlights their unique origins and simultaneously draws attention to their EU label of protected designation of origin,” said mc’s CEO Harald Zulauf. To further whet consumers’ appetite for taste of origin and tradition, the agency is organising cooking competitions with renowned chefs and numerous tasting sessions in all three target markets, alongside classic PR work. To carry out these promotion events, mc set up numerous cooperative partnerships: More than 200 Points-of-Sale are involved in the campaign – including the supermarket chains Sainsbury’s (UK), Billa (Austria), EDEKA and REWE (Germany).