Wines from Burgundy and the Douro Valley as well as Port, Parma Ham and Parmigiano-Reggiano cheese are joining forces for a £6m UK marketing boost.

The EU-funded campaign is believed to be the first time food and drink bodies have worked together on this scale in the UK.

The four promotional organisations joined forces to apply for European funding for a combined campaign, Discover the Origin, to raise awareness of the benefits and quality of Protected Designation of Origin (PDO) products.

It was felt that a combined food and drink approach would be more effective than separate campaigns, said Paulo Pinto, marketing and communications director at The Port and Douro Wines Institute. "Specialist wine and food go through different retail channels and it was felt that a combined approach would help us all reach new audiences," he said.

The group has earmarked £2m a year for a press and PR campaign aimed at upmarket foodies aged 30 to 45 years old.

"Discover the Origin products have centuries of tradition behind them but are still innovating to bring the best to trade and consumers," said Pinto.

"As provenance rises up the priority list among UK foodies, these products are perfectly placed to provide a point of difference."