Official Name Announcement
Prosciutto di Parma wanted to announce the official rights to use the name “Prosciutto di Parma” in Canada to trade and mainstream media (food & lifestyle), as well as pitch unique Prosciutto di Parma pairings for the holiday season. Our challenge was to generate awareness around the name designation and media coverage (print and online) throughout Canada in two months, with an emphasis on Toronto and Montreal media outlets.
Strategy and Activities
Developed brand key messages for Canada and wrote press release announcing official rights to use Parma’s name in Canada.
Designed, developed and Canadianized brand fact sheet and recipe/pairing guide.
Wrote articles in select trade magazines to ensure correct messaging and placement.
Targeted food and lifestyle media tying in idea of “identifying the real deal” and the importance of selecting premium ingredients to create premium recipes.
23 pieces of coverage.
Total program reach of over six million.
Consorzio director interviewed by Globe and Mail food editor.
Front page article in Globe and Mail newspaper.
Featured in top food trade magazines, such as Foodservice & Hospitality, Western Grocer, Le Must, Grocery Business Magazine, etc.
At Ultima Foods, we consider CASACOM a true partner. Not only do they advance our communications strategy, but they always bring intelligent, fact-based solutions to any problem we face. And on top of that, they are extremely dedicated, passionate and creative. From corporate communications to issues management to innovative events and media relations, we rely on their counsel and advice to help us build a strong Canadian brand.