The Consorzio del Formaggio Parmigiano Reggiano is continuing into the second year of its three-year integrated campaign in the UK. The €3.9m campaign is co-funded by the European Union and activity is set to continue the promotion of European products with a Protected Designation of Origin (PDO) quality certification, of which Parmigiano Reggiano PDO is recognised for.
More than 6,500 tonnes of Parmigiano Reggiano PDO are imported into the UK yearly. Year two of the campaign will continue to educate consumers, retailers and restaurateurs about the value of Parmigiano Reggiano PDO as a protected food name product, with the aim of driving loyalty and repeat purchase. Activity will span TV advertising, social media, influencer collaborations, key event participation, a partnership with brand ambassador Gennaro Contaldo, and press office activities.
The president of the Parmigiano Reggiano Consortium, Nicola Bertinelli, commented: “We’re thrilled to be entering the second year of our campaign to continue our efforts in educating UK audiences about the exceptional qualities of Parmigiano Reggiano PDO. The first year saw us reach millions of chefs and home cooks of all levels with inspirational content on how to enjoy this beloved cheese. Year two will be about building on this to encourage usage of Parmigiano Reggiano PDO within a variety of dishes and at different occasions.”
Parmigiano Reggiano PDO is produced in the exact same way it was almost 1,000 years ago, using the same three ingredients – milk, salt and rennet – and the same extraordinary craftmanship. The cheese is a product of its region with the production of milk, its processing into cheese, maturation until a minimum age of 12 months, packaging and grating all taking place exclusively in the provinces of Parma, Reggio Emilia, Modena, Bologna to the left of the river Reno and Mantua to the right of the river Po.