New Parma Ham adverts to be presented at Cibus

21.04.06

On 5 May 2006, Prosciutto di Parma’s new adverts will be presented at Cibus at 4.30pm. The strategic concept behind the new communication positioning “Prosciutto di Parma. Non è crudo, è di Parma” came from the need to increasingly differentiate this top-quality product from the mass of generic cured hams on the market.  The creatives by Cayenne follow this objective through a media campaign on TV and Radio using 30” and 10” formats (TV) and 15” (Radio). These fresh and ironic adverts present the story of a young woman who asks for a generic cured ham and finds herself empty-handed.
The adverts were directed by Peter Lydon, for hfilms production.
Cayenne’s creativity is based on the solid principle: to be a leader doesn’t only mean privilege. The hardest task is to work indirectly for the whole sector, which profits from product similarities, to reclaim its legitimate place on the market.  Therefore the new strategy is to improve differentiation of Prosciutto di Parma from other ‘non-branded’ hams, avoiding the concept of ‘PARMA’ changing and becoming the name of an entire product category” said Stefano Tedeschi, President of the Parma Ham  Consortium.

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