Piave DOP – Exploring European Union Gems

The promotional program “Piave DOP – Exploring European Union Gems” (acronym EUP) will run for 36 months in the target country, the US. The activities represent an integrated and sustainable mix of promotional actions aimed at strengthening and maximizing awareness of quality products Made in Europe through Piave DOP production, which has a stable market in the target country. The goal is to strengthen and maintain the significant market share that has been achieved. Cross-media information and promotion (press, social media, advertising) is designed to promote recognition of the characteristics of GIs among US consumers, who are heavily influenced by lower-priced, non-quality products on the market. Direct experience, POS activities, and information conveyed by KOLs are key strategic factors in facilitating knowledge of Made in Italy products and their characteristics. The US market is currently strategic due to ongoing macroeconomic dynamics.