Promotion of Prosciutto di San Daniele and Grana Padano cheese in the markets of Germany, Austria and United Kingdom

Client

Consorzio Prosciutto di San Daniele & Consorzio Tutela Grana Padano

Objectives

  • Development of a media plan based on market and media studies from the respective target countries
  • Checking the affinity index between the selected media (especially social media) and the target groups
  • Focus group analysis among the target groups to evaluate the understanding of the campaign messages
  • Development of an integrated campaign “The Taste of Origin and Tradition
  • 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
  • Increasing demand for San Daniele (ham) and Grana Padano (cheese), and creating awareness of the EU label (in this case C.I.D.O. / P.D.O. / D.O.P.)
  • Development of an integrated campaign to effectively address the target groups

Tasks

  • Advertorial campaign (print, online, trade and consumer press)
  • PR campaign (agenda setting, journalist meetings, foodservice incentive competi- tion, customer incentive competition)
  • In-store promotions (product presentation and sampling in more than 200 stores in Germany (e.g. REWE, EDEKA, Kaufhof, Karstadt & Metro). In Austria in Billa and Spar stores. In the United Kingdom stores like Sainsbury’s, Harrods, Wholefoods
  • Placement of advertisements in trade and consumer publications
  • Placement of banners in digital media and social media
  • Planning, creation and production of main campaign motifs (products and people)
  • Planning and creation of product motifs
  • Media liaison with key travel trade, consumer, lifestyle and mainline media
  • Proactively pitching stories to key media outlets
  • Maintenance of social media channels (Facebook & Twitter) & Media planning
  • Setting up an online landing page for the campaign
  • Developing creative approach and final artwork for Print, Digital and OOH
  • Developing channel specific advertising for Digital platforms and large OOH surfaces
  • Realization of journalist meetings and editorial visits in the cities of Berlin, Munich, Hamburg, Vienna and London

Target groups

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

Results

  • Realisation of advertisement motifs for the campaign
  • Start of media campaign in all three target markets
  • Start of the in-store promotions in all three target markets
  • Approximately 50,000 people per year reached by sampling campaigns in Germany
  • 2,532 additional Facebook Page Likes on the UK Facebook page in the third year
  • 970 additional Twitter followers in Great Britain alone

Units Involved