Parma Ham’s promotions in Italy

17/09/04

After the success that was registered last Spring in Naples and Bari, The Consortium of Parma Ham’s promotions are moving North, involving more than 400 retail outlets in the cities of Genoa, Imperia, La Speizia, Savona, Verona and Treviso.

The formula is simple: The Consortium will offer 50g of Prociutto free to those who buy one hundred and fifty grams of Parma.

The promotional initiatives will be held on the 5th and 6th of November in Verona, the 12th and 13th of November in La Spezia and Treviso, the 19th and 20th in Genoa and the 26th and 27th in Savona and Imperia.

A promoter will be present inside the 400 odd retail outlets included in the promotion, who will supply customers with information about Prociutto di Parma with the aim of promoting the product and its values: its genuineness and the close ties it has with the culture that is typical of the area in which it comes from.

The program of promotional activities will be joined by an intense communication drive using bill boards, newspaper articles and information points in the heart of the 6 cities.

As is its custom, The Consortium will also organize entertainment and mini shows for the trade representatives that are involved.

This time, the promotion won’t only involve traditional retail outlets, but also the restaurant world.

Throughout the promotional period it will in fact be possible to taste Prociutto di Parma for free in the best restaurants in the city concerned.

Starting from next Autumn, the promotion “I Giorni della Corona” will also involve more than 1,000 modern distribution retail outlets.

The project anticipates the involvement of the major Large Distribution and Organized Distribution names, with promotional activities that are similar to the traditional retail ones.

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