A CUt Above From Europe

The promotional program “A Cut Above From Europe,” acronym PARMA HAM DOP, will run for 36 months in the target country, the United Kingdom. The activities represent an integrated and sustainable mix of promotional actions aimed at strengthening and maximizing awareness of quality products Made in Europe through the testimonial product. The target country is a consolidated market for GI, but it needs greater stability in order not to lose the significant market share it has gained over the years. Cross-media information and promotion (press, social media, advertising) is designed to promote recognition of the characteristics of GIs among UK consumers and operators in the sector, who, through a multiplier effect, will maximize the improvement of knowledge among the primary target: consumers, thereby driving consumption dynamics. Direct experience is the main vehicle for knowledge, together with training and high-impact visual activities, which are therefore key to facilitating knowledge of Made in Italy products and their characteristics. The UK market is now strategically important due to the current macroeconomic dynamics.