PEKORASE - EUROPEAN QUALITY AT ITS BEST

PEKORASE is a 3-years promotional program aimed at increasing the recognition of PDO quality scheme in selected countries in the internal market (Italy and Germany). 
The PDO quality scheme will be represented by Pecorino Romano PDO, which is considered particularly effective since it represents all the carachteristics of a PDO cheese at their best: delimited (production area, history and tradition as building blocks of the production process, plus the incredible social value in having preserved a traditional and rural activity for certuries and to the present, thus avoiding the abandonment of some secluded areas.
The campaign claim “European quality at its best” sums up all these elements, certified by the PDO quality scheme.
The campaign will be targeted to consumers and professionals.
As for consumers, the informative and promotional campaign will build awareness towards the PDO products and consciousness in the purchasing process, thus reinforcing the competitiveness of the whole sector.
Focusing on professionals, the main segment is represented by (present and future) chefs, through partnerships with associations and schools, in order to teach them to look for, choose and use the testimonial product (and in general PDO products) in their menus. This focus will have huge impact especially in the long run, since it will build consciousness towards quality products, that will become structural once the professional understand how choosing quality ingredient can boost the quality of their final meals, thus spreading the impact not only on the cheese sector, but also to the whole agricultural sector.
Though impacted by the long-term consequences of the COVID-19 international pandemic (extremely difficult to be estimated in their dimension now), the campaign will increase the recognition level of the PDO quality scheme and PDO logo, to strengthen to awareness towards the European PDOs in the cheese sector and to increase the competitiveness.