Promotional campaign in the USA and promotions in Italy

21.04.06

At Cibus the Consortium will present its new three-year promotion campaign, co-funded by the EU (the financial aid amounts to 4 million Euros), which sees the Parma Ham Consortium in partnership with the Parmigiano-Reggiano Cheese Consortium in a massive promotional campaign in the States. The program includes a combination of informative and promotional actions and was initiated by a need to give continuity to a previous promotional campaign: in fact the two consortiums have just concluded a similar three-year project in the USA with the French cheese Comté and another similar project is underway in Japan.  The program includes various press campaigns aimed at trade – offering technical information to those working in the sector – and the consumer – to tell the public about Prosciutto di Parma and Parmigiano-Reggiano’s excellence. A thorough information campaign is also planned at sales outlets to strengthen the message put across by the press campaign, where the consumer is more receptive and available to assimilate information. The two consortiums will participate together at the most important American trade fair, Fancy Food, to be held in July in New York.
“The American promotional project enables our products to be competitive on the most important overseas market, spreading awareness and the quality values that make up the European system of PDO.  We are in a highly-competitive market therefore we need to differentiate Prosciutto di Parma from other hams, highlighting the quality that determines its high added value” commented Stefano Tedeschi, President of the Parma Ham Consortium.

The Consortium’s new promotional activities will also be presented in cities in the South of Italy. From the 19th to 27th May, Parma Ham will play a leading role in Rome, Naples and Bari.
The idea is simple.  The Consortium will offer 50g of Parma Ham free to those buying 150g.  This promotional activity, which is in its ninth edition, forms part of a larger plan to further strengthen the relationship between the Parma Ham Consortium and traditional retail.

Presentation of the new video on the making of Prosciutto di Parma

At the Consortium’s new stand, developed in an island of 180sqm, there will be 4 plasma screens where visitors will not only be able to see a preview of the Consortium’s new adverts but also the new video on the making of Prosciutto di Parma. A journey that takes you through the processing secrets of the King of Hams, from the “special” air that comes from the hillsides surrounding Parma to the heady scents of the curing cellars.

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