Aceto Balsamico di Modena PGI. Unique because it's authentic.

The project, identified in the claim, ACETO BALSAMICO DI MODENA PGI: UNIQUE BECAUSE IT IS AUTHENTIC - " ABM EU_U&A" is developed in a 36-month time span on the target markets Italy and Germany pursuing the general objective of "Strengthening the competitiveness of the EU agricultural sector and the consumption of agri-food products by optimising their image and increasing their market share in the target countries". The general objective is achieved through actions aimed at enhancing the quality, uniqueness and authenticity of the PGI product, thus favouring greater recognition of the European quality scheme (PGI) and an increase in market share of PGI Balsamic Vinegar of Modena in particular. The central message of the campaign is the information and promotion of ACETO BALSAMICO DI MODENA PGI: UNIQUE BECAUSE IT IS AUTHENTIC highlighting, in particular, its characteristics in terms of genuineness, traceability, labelling, nutrition and health aspects, respect for the environment and sustainability. The chosen set of activities will be developed through integrated initiatives aimed at disseminating the programme's themes to the defined target groups: final consumers (age range 27-78 years) and the specialist area (journalists, influencers, Ho.Re.CA operators). The activities will be disseminated through a mix of activities organised according to a time and content progression. Specifically, activities directed at the finale consumer will be organised through the organisation of dedicated press offices on the two markets, intense PR activities to define and optimise the contents of ADV print and online activities; social activities will also be organised annually press tours for journalists and influencers; masterclasses and study trips for Ho.Re.Ca. operators. In order to ensure the correct achievement of results, an intense activity of evaluation of the project results and impact of the promotional campaign is planned.