Quality Heritage of Europe

This three-year promotional campaign, developed by the Consorzio di Tutela dei Vini Valpolicella and Consorzio del Formaggio Parmigiano Reggiano, aims to enhance awareness and appreciation of EU quality schemes, specifically targeting Valpolicella PDO and DOCG wines, along with Parmigiano Reggiano PDO cheese. The initiative focuses on the markets of France, Germany, and Italy, building upon the insights and successes of previous campaigns to deepen market penetration and consumer recognition in these key regions.
The campaign’s primary objective is to elevate both consumer and professional operator understanding of the unique attributes and production integrity guaranteed by the PDO and DOCG certifications. The primary audience includes end consumers, supplemented by targeted engagement with stakeholders such as distributors, Ho.Re.Ca. professionals, retail operators, chefs, sommeliers, food experts, journalists, and influencers.
The strategy includes engaging and informing audiences through comprehensive educational materials and activities that highlight the rigorous standards, heritage, and craftsmanship underlying the production of Valpolicella wines and Parmigiano Reggiano cheese. It also involves distinguishing these certified products from their non-certified counterparts by emphasizing their superior quality and authenticity, rigorously maintained under EU regulations.
Efforts to communicate these messages encompass coordinated public relations initiatives to cultivate media relations and broadcast the campaign’s messages broadly, maintenance of a dedicated webpage and active social media engagement for continuous and interactive consumer education, participation in trade fairs, and organization of bespoke events like tastings and workshops in each target country to directly engage with key audiences.
This campaign not only seeks to educate and inform but also to inspire a deeper appreciation and demand for Valpolicella wines and Parmigiano Reggiano cheese,