On air 87 days for 20 hours a day in the heart of New York City, in Times Square, with an evocative campaign, projected in heavy rotation on a 150-square-meter screen, that tells about “the excellence of the charcuterie from Emilia and the great tradition of the Veroni brothers in every slice of salume.” We are talking about the commercial campaign created for Veroni – the historic Italian charcuterie company – which has been on air since the beginning of July and will entice New Yorkers and international tourists until September 30. Finally, it will come back on the monitors of the world’s most famous square in October, during the New York City Wine & Food Festival.
The commercial campaign celebrates the history and excellent quality of Veroni cured meats in a year full of successes and winning challenges for the Italian charcuterie company, which will be 100 years old in 2025. As of the end of 2021, Veroni was the leading Italian brand of free-service sliced meats in the US market (source: IRI, US Luncheon Meat). After all, it is the only producer to import directly to the USA the made in Italy cured meats.
“It is exciting, to say the least, to raise our heads in Times Square and relive the story of our family and its great passion: the art of charcuterie, which draws its inspiration from the ancient recipes of the Emilian tradition,” says the company’s President, Stefano Veroni. “Our company is firmly rooted in its history, but has always been able to keep its eye on the future and successfully interpret the market’s new trends. This is also true for the American market, which has special requirements in terms of tastes, ingredients, and flavors.”
THE ASSOCIATION WITH TENNIS
From New York, the Veroni commercial flew all the way to Washington, DC, where it was projected from July 30 to August 7 on the screens of the Citi Open, among the most important international tennis tournaments on the ATP 500 circuit, where last year Italian athlete Jannik Sinner triumphed. Official sponsor of the event, Veroni lent its logo to the set-ups at the most strategic points of the Rock Creek Park Tennis Center, from the banners on the sidelines to the Stadium Club, the facility’s VIP grandstand, to the Player Lounge. This is an exclusive space reserved for the challenging champions that for the occasion was branded with the brand and images of a cutting board made with the best-selling products in the USA: raw ham, salami, and mortadella.
During the days of the event, spectators and players enjoyed exclusive tasting experiences between matches, sampling the excellence of typical cured meats from Emilia. In addition, at the grab & go points of the sports center, Veroni’s products were available for all tennis lovers.
Sponsorship activity in ATP tennis tournaments is not new for the Italian Food Valley brand, which last March was the star of the Miami Open. To round out a season of events and activities with international appeal, Veroni’s trip continued to Cincinnati from August 13 to 21. There, the Italian company repeated the success of Washington, with the official sponsorship of the Western & Southern Open, a tennis tournament that hosts one of the 9 Masters 1000.
Spectators and visitors alike were able to relax at the Veroni Lounge, inside the Lindner Family Tennis Center, for the occasion the temple of the Italian aperitivo with pairings between Veroni’s range of cured meats and happy hour classic drink Aperol Spritz.