The Parmigiano Reggiano Consortium has entered the final year of a three-year integrated campaign to promote the hard cheese and its Protected Designation Origin status.
The £3.6m campaign, co-funded by the European Union, aims to continue educating UK audiences about the ‘exceptional’ qualities of the cheese and how to use it in a variety of dishes.
Activity will span TV advertising, social media, influencer collaborations, sponsorships, a partnership with brand ambassador Gennaro Contaldo, key event participation, and press office activities.
“We’re entering the third and final year of our campaign, having seen great success in the second year, where we increased the reach of our year-one EU co-funded campaign,” said Nicola Bertinelli, president of the Parmigiano Reggiano Consortium.
More than four million wheels of Parmigiano Reggiano PDO are produced annually in a small region in northern Italy, with 72,440 tonnes exported each year.
The UK is the fourth-biggest importer of the cheese, which is produced in the same way it was almost 1,000 years ago, using three ingredients – milk, salt and rennet.
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