THE WAY OF PARMIGIANO REGGIANO PDO

The Promotional Programme ‘The Way of Parmigiano Reggiano PDO’ Acronym ENSO_EU, is developed over a 36-month time horizon in the target country JAPAN. The activities represent an integrated and sustainable mix of promotional actions aimed at strengthening and maximising the knowledge of quality products Made in Europe by exploiting the opportunities deriving from the recognition of Geographical Indications in the target market. Thus enhancing the receptiveness of quality products by expanding market growth. The chosen mix of activities is such as to effectively hit the target groups and convey the campaign messages to them. The information and cross-media promotion (Press, TV, Adv), allows the achievement of the programme objectives by focusing on direct experiences as the best vehicle of knowledge. The Programme intends to exploit the characteristics of relevance of the denomination and knowledge of it to tell how geographical indications represent cultural and natural presidia to be enhanced. In addition, the Programme intends to have a strong impact on the phenomenon of Italian sounding, which is very pronounced in Japan, by contrasting the recognisability of the PDO logo and the characteristics associated with it, while also emphasising themes such as sustainability, respect for the environment and nature, and - above all - the search for quality, authenticity and tradition.