Antonio Carluccio has been named the new brand ambassador for Cirio tomato products.
The Italian celebrity chef will represent the Cirio brand in advertising and PR activity in the UK and Australia, as well as in promotional video recipes using the products. As part of the investment, Cirio will also run a pair of two-week long radio ads featuring Carluccio.
“Cirio is now the UK’s fastest-growing Italian brand in the UK, with an 8.8% share of the total canned tomato sector,” said Cirio UK operations MD Diego Pariotti. “To further enhance our growing reputation as the true Italian tomato brand in the UK, we needed another true Italian icon to represent the brand - so Antonio was the perfect choice.”
Carluccio is best known for his work such as TV series Two Greedy Italians, his 23 cookbooks and as founder of restaurant and deli chain Carluccio’s. He has made regular appearances on BBC shows Food & Drink, Saturday Kitchen and Market Kitchen.
Cirio produces preserved tomatoes and pulses for one of Europe’s largest agrifood businesses, Conserve Italia, and has been in operation since 1856. The company has 14,500 co-operative company farmers, who produce fruit and vegetables for preserving and canning to consumer and trade customers in more than 90 countries.
“Tinned tomatoes are a staple ingredient for Italians and a key base ingredient for many of our dishes,” Carluccio said. “I have grown up using Cirio so am happy to be part of the Cirio team and now I have the occasion to help raise their profile in the UK and Australia.”
This is Cirio’s first celebrity endorsement since 2008, when French actor Gérard Depardieu starred in a TV advertising series.