Italian brands tasked with highlighting importance of local produce to UK
An Italian food campaign for cheese brands Formaggio Grana Padano and Procsuitto San Deniele has begun with the aim of educating the UK about the importance of quality local produce.
The two brands were chosen by the European Union to play a significant role in the promotion and preserving of the traditions of specialty local foods.
The campaign, developed by the Bank’s Italian and English teams, have been tasked with developing the campaign to communication the important of the Protected Designation of Origin (PD0) status.
The symbol of the status offers consumers a guarantee that products are made in a precide region, using specific processes and meets the highest quality.
Print adverts will run across targeted publications from April to encourage food writers while the creative will highlight Italy’s reputation for having the finest quality food and discuss home made processes of traditional local food.
Mr. Alberto Morgante, president of the San Daniele Consortium, commented: “For this campaign we needed an agency that really understood the appeal of regional food, the importance of the PDO standard and the audience of UK fine food lovers. The Bank’s experience in Italian brands and their mixed team of Italians and Brits meant that they were a clear winner for us.”
Mr Baldrighi, President, Consorzio Grana Padano added: “The PDO mark is a vital scheme that safeguards both the producers of regional food and consumers from fake imitation products. At the moment there is very little awareness of what the PDO mark stands for in the UK. It’s vital that influential food lovers engage in the discussion about the value of food craftsmanship and the unique nature of local specialities.”
The Scottish Government recently launched a similar initative to promote local produce.