San Daniele & Grana Padano – “The taste of origin and tradition”


San Daniele & Grana Padano

mc has implemented the communications campaign “The Taste of Origin and Tradition” for the consortiums San Daniele and Grana Padano in the markets of Germany, Austria and the United Kingdom. The framework contract included an integrated campaign (Advertising, PR, in-store promotion) in the three target markets. The project was supported by the Italian Ministry of Agriculture and Forestry.

The goals of the campaign were 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.

mc in particular was responsible to:

  • Realize advertisement motifs for the campaign;
  • Start of media campaign in all three target markets;
  • Start of the in-store promotion in all three target markets.