Pecorino Romano on Top

Consorzio del Pecorino Romano has prepared a project for the promotion on the US market of this cheese with a thousand-year history. Informing and raising awareness are the key objectives of the plan which aims to present the peculiar product and process qualities that make Pecorino Romano PDO unique. The program focuses on the US market, which, according to the market analysis carried out, has excellent development potential, but a considerable threat: the presence of many Italian sounding products that distract the consumer from buying the authentic Pecorino Romano PDO. The program has identified Millennials or Generation Y as its primary target, who appreciate the pleasure of conviviality. The secondary targets to raise awareness to strengthen action on the primary target are: journalists, foodbloggers, culinary critics, restaurateurs and influencer.
The focus cities are: New York, Miami, Boston, Chicago, Los Angeles, Las Vegas. The communication actions will be parallel and synergistic, offering concrete, real and engaging information and experiences. Social channels (FB, IG, P), a dedicated website, media partnerships with important, authoritative and perfectly targeted companies such as Vice Munchies, SoYummy, Eataly and Starchef will be the stars/heroes for this kind of promotion. The experiences will range from the virtual workshop with a starchef to the possibility of tasting innovative dishes based on Pecorino Romano in the Eataly restaurants in the target cities and being persuaded by the Restaurant week, which will be attended by 10 restaurants every year in 2-3 different cities. A recipe contest and interventions by top food influencers will complete the activities, together with specific communication tools and a constantly updated photo and video portfolio. A US press office will be able to strengthen relations with the media, creating valuable relationships, also through specific press events.