The extensive European promotional tour, spearheaded by the Consortium for the Protection of Mozzarella di Bufala Campana PDO, has concluded successfully. The initiative, executed in synergy with the Consortia of Ricotta di Bufala Campana PDO and Prosciutto di San Daniele PDO, targeted key markets across seven nations: France, Germany, Belgium, the Netherlands, England, Austria, and Switzerland.
The campaign’s objective was to convey the authentic taste of Made in Italy and the Italian lifestyle, while engaging new generations of consumers by illustrating the origins and optimal use of these globally unique products.
MULTI-CHANNEL ENGAGEMENT AND STAKEHOLDER OUTREACH
The promotional strategy encompassed a digital advertising campaign, complemented by an outdoor push featuring hoardings and totems in malls and metropolitan stations. Crucially, a series of over fifteen events held between September and November consolidated the three Consortia’s presence. These events were strategically hosted in high-profile institutional settings—such as embassies and cultural institutes—alongside trendy restaurants and venues to intercept diverse consumer segments.
The itinerary featured masterclasses tailored for foreign stakeholders, followed by guided tastings aimed at mozzarella-lovers. A key metric of the tour’s success was the consistently “sold out” status of all appointments, signaling the growing international appreciation for PDO buffalo mozzarella.
Domenico Raimondo, President of the Consortium for the Protection of Mozzarella di Bufala Campana PDO, emphasized the strategic rationale behind the campaign, noting the positive market reception. “In a year characterized by great uncertainties,” Raimondo commented, “we chose to strengthen our presence in the most significant export markets, and the welcome we received confirms the high appreciation for Made in Italy abroad.” He articulated the organization’s future priorities: “The strategic objective now is to continue to guarantee the maximum transparency and quality, two fundamental directives of our Consortium’s work.”