Prosciutto Di Parma
Official Name Announcement
Challenge
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.
Results
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.
Relevant Data
6
Million total reach
1
Front page article in Globe and Mail
23
Pieces of coverage
