The Consortium for the Protection of Taleggio PDO cheese is reinforcing its presence on the French market, the leading destination for exports of the iconic Italian cheese. Through a new, creative digital campaign, the organization aims to share the tradition, versatility, and unique quality of this PDO product with international consumers.
A strategic market for Italian excellence
France continues to represent a core pillar for the brand’s international strategy. According to the latest data, in 2025, Europe absorbed 68.5% of total Taleggio exports, with France confirming its position as the top importing country. With approximately 496 tons purchased throughout the year—a 6.4% increase compared to 2024—the positive trend continued into the final quarter, showing that the Consortium’s efforts to engage new demographics are yielding tangible results.
The “Taleggio on vacation” concept
The campaign, titled “Taleggio on Vacation,” features a personified wedge of cheese as the protagonist. Sporting an iconic beret, the character travels across France, encountering other anthropomorphized culinary icons like Mademoiselle Baguette and Citron. This storytelling approach, supported by original illustrations and social media content, is designed to build a contemporary dialogue with French consumers.
Influencer collaboration
To amplify the message, the Consortium has partnered with five prominent French food creators, including Salut cest Claire and La Cuisine de Garance. These influencers will reinterpret the product through their own culinary lens, further cementing the bond between Italian quality and French gastronomic culture. As Lorenzo Sangiovanni, President of the Consortium, stated, the project leverages a modern language to make this authentic Italian excellence stand out even beyond national borders.