“CHOOSE YOUR TASTE, SWEET OR SPICY, ONLY FROM EUROPE”

The project “Choose your taste, sweet or spicy, only from Europe” is presented by the consortium of provolone valpadana PDO, with the aim of promoting European quality schemes, reinforcing their recognition and consumption in Italy. The project was conceived at a very special time for the entire planet, and for Europe and Italy in particular, shocked by the spread of the covid-19 epidemic and its macroeconomic consequences. Geographical indication products are among the hardest hit and this project therefore fits into this framework of injection of resources and trust in the domestic market, benefiting in particular the producers of PDO and PGI cheeses in the union. The project aims to achieve 2 smart objectives:
1) to increase awareness and recognition of union quality schemes
2) to increase the competitiveness and consumption of the testimonial product

The action strategy involves a series of activities, structured over a three-year period, aimed at reaching the targets of media and consumers, that the consortium has identified as a priority in the market. The strategy is multi-channelled, and includes online and off line media (especially radio and tv but also newspapers) and consumer-oriented events.