The second edition of “Choose the European Friendship,” the European initiative promoting Piadina Romagnola PGI in Italy and Germany, has concluded with strong results, underpinned by a substantial investment in communication and market positioning.
Over the past year, the campaign has reached more than 141 million viewers in Italy through a nationwide TV campaign, while in Germany, a promotional drive targeting industry professionals generated over 300,000 views. Strategic collaborations with ten influencers across both markets further bolstered visibility, alongside the Sustainability Tour, which this year engaged cycling enthusiasts and 20,000 visitors along the Romagna Riviera in two summer events exploring the links between the product, its regional heritage, and sustainability.
Expanding into the German market remains a challenge. “Gaining traction with both consumers and industry professionals in Germany requires time and a focused strategy,” says Alfio Biagini, President of the Consortium for the Promotion and Protection of Piadina Romagnola PGI. “This year, we prioritized strengthening media partnerships, as demonstrated by our latest campaigns with Lebensmittel Zeitung and ESM (European Supermarket Magazine). Building on the success of last autumn’s initiatives, we are working to enhance product awareness, as Piadina is still too often mistaken for a tortilla.”
Looking ahead, the initiative is set to evolve, shifting from awareness-building to direct engagement with retail chains. The next phase will focus on fostering dialogue with buyers to accelerate Piadina Romagnola PGI’s entry into the German market—not merely as a niche product, but as a recognised symbol of Made in Europe quality.