The Consortium for the protection of Parmigiano Reggiano PDO is increasingly projecting itself onto foreign markets. In fact, the export share of the “king of Cheeses” in 2020 was 44%, growing in volume by +10.7% compared to 2019. For an ever-expanding PDO product, which last year reached an all-time production record (3.94 million wheels for about 160 thousand tons, with a turnover of 2.35 billion euros), international markets are an essential target. Hence the decision to invest more in communication to open up new market spaces and place Parmigiano Reggiano PDO at a remunerative price.
That is why this year the Consortium has invested almost 10 million euros (out of a total of 26) for international markets. And this is where the launch of the first advertising campaign on the television networks of France and Germany comes in. The two countries, in fact, represent not only the second and third foreign markets in terms of export share (with a share of 19% and 18%, respectively) but also the two markets in the European Union where Parmigiano Reggiano PDO performed best in 2020 (in Germany sales grew by +14.8%, in France +4.2%).
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ADV CAMPAIGNS
On September 6 the Consortium launched a three-week advertising campaign on French national channels M6, W9, 6Ter, Gulli, and TF1. The previous week saw the launch in Germany on RTL, Vox, Super RTL, ProSieben, Kabel Eins, and Sat 1 channel for a total of two weeks. The 20-second commercial highlights Parmigiano Reggiano PDO from birth to processing to consumption, emphasizing a tradition dating back more than nine centuries. The commercial also focuses on the product’s various aging processes, related to its remarkable wealth of flavors and countless possibilities for culinary preparations. However, this is just the beginning of the communication project aimed at international markets. The project will continue with a 4-month campaign, which will include digital and social content involving web influencers.