Projects
EEQF
(Enjoy European Quality Food)
European project, led by the Consorzio Tutela Provolone Valpadana, aimed at promoting wine and agri-food products with Geographical Indication, lasting three years, co-financed by the European Union and dedicated to providing information on excellent food and wine products whose quality is guaranteed by certifications such as DOP, Protected Designation of Origin, DOCG, Controlled and Guaranteed Designation of Origin, IGP, Protected Geographical Indication and STG Traditional Speciality Guaranteed.
The heart of the project is made up of six products: Asti DOCG, Conegliano Valdobbiadene Prosecco Superiore DOCG, Vino Nobile di Montepulciano DOCG, Provolone Valpadana DOP, Tuscan Extra Virgin Olive Oil IGP, and Mozzarella STG.
The project initially involved five countries (Italy, Germany, the United Kingdom, Spain and Poland) but, with the exit of the United Kingdom from the European Union, four remained, where, during the planned 36 months of activity, events will be organised aimed at bringing institutions and consumers closer to the world of Italian and European food and wine.
Due to the health alarm for the COVID-19 emergency, the activities, started in 2019, were blocked from April 2020 to March 2022.
The general objective of the project is to increase knowledge of quality food and wine products, with a strong connotation of cultural and territorial typicality, so that the greater awareness of the European consumer regarding food safety, environmental issues and the organoleptic typicality of the foods considered, represents a motivational lever for purchase, superior to the low price of the product, encouraging its diffusion on all markets of the target countries. The recipients of the activities will be consumers, who will be involved through direct contact actions and promotion activities on the market.
The project also includes a diversification of the proposed activities based on specific objectives for individual target markets. Italy and Spain, being among the countries with the highest number of registered denominations at European level, start from a level of knowledge of the sector by consumers much higher than other countries, which is why, instead, the activities will be concentrated in Germany and Poland.
Choose your taste,
sweet or spicy, only from Europe
“Choose your taste, sweet or spicy, only from Europe”: the title of the new project promoted by the Consorzio Tutela Provolone Valpadana sounds like an exhortation and aims to reach, loud and clear, millions of Italian consumers.
The promotional campaign uses co-financing funds from the European Commission and aims to improve the level of recognition of European quality branded products and increase their competitiveness and consumption.
The undisputed protagonist is Provolone Valpadana DOP, a cheese that is popular both in its sweet and spicy versions, a versatility that is its strong point and that will characterize the communication strategy of the project. The privileged interlocutor is the “responsible purchase” consumer: between 25 and 50 years old, evolved, curious, demanding. The Consortium has always worked to adapt to the directions of community policy and we are resolutely pursuing the trends that the consumer requires, in addition to traditional quality: traceability, labeling, carbon footprint and sustainability.
A natural choice for the Consortium because these values have been evident since its foundation, which now dates back over 45 years.
This project is a demonstration of proactive commitment and Provolone Valpadana DOP, rightly, is a testimonial of the enormous economic, social and cultural value of products with geographical indication.
The project's goal is very ambitious: in three years it aims to reach 54 million contacts and the Consortium aims to make 3 million consumers more informed and aware of the values hidden behind the DOP brand.
The campaign, which is aimed at the entire national territory, will also increase the popularity and consumption of this product even in those areas and regions where it is not usually used. Emphasizing the two different types of Provolone Valpadana DOP, sweet and spicy, explaining their characteristics, ideal use and preparation methods will also help to encourage more conscious and satisfying consumption.
The “communicators” are the second fundamental target of the project. Journalists, food bloggers and Influencers will be involved with dedicated activities, since the Consortium considers them indispensable allies to spread new culture and awareness of quality products with the DOP brand. Many dissemination and awareness initiatives are planned for the next three years, both on traditional media and on the web, such as the website http://www.sweetorspicycheese.eu and the Instagram accounts @SweetOrSpicyCheeseFromEU and Facebook: Choose your taste, sweet or spicy, only from Europe
In addition to ongoing coordination, monitoring, press office, public relations, website and social page animation and advertising (online and offline, including through the creation of TV commercials), structured collaborations with Influencers and the Italian Food Blogger Association will be planned, as well as a complex video strategy that also includes a web series based on the sweet/spicy dichotomy and numerous in-person events. The project will be presented at some of the most important cultural/pop or sector events such as “Cibo a Regola d'Arte”, Milan Fashion Week and the Venice Film Festival. Central and southern Italy will instead host the events of the original format Provolone Valpadana DOP Sweet & Spicy Night Out, scheduled in Rome in 2022 and Naples in 2023.
Born to be authentic
Provolone Valpadana
A PDO cheese from Europe
The project “BORN TO BE AUTHENTIC – PROVOLONE VALPADANA, A PDO CHEESE FROM EUROPE” (www.borntobeauthentic.eu) is promoted by the Consorzio Tutela Provolone Valpadana with the aim of highlighting the added value of the European product by strengthening its recognition and consumption in Australia, a market that offers important opportunities for European producers and increasingly pays attention to values such as the quality and authenticity of food products.
The project, which benefits from co-financing by the European Union, is aimed exclusively at the Australian market, has a duration of 3 years and is aimed at:
- operators, chefs in particular, will represent the privileged target because with their creativity and influence they dictate new consumer trends. Collaborations will be activated both with individual chefs (selected for their level of notoriety and influence in the target areas) and with the Associations that represent them. Young future and aspiring chefs are also a target group, which will be intercepted thanks to collaborations with some of the most important cooking schools.
- consumers, especially Millennials. Consumer activities will involve both those who buy cheese and consume it after having cooked or prepared it (House Proud), as well as restaurant dinner lovers and delivery addicts.
- journalists and influencers. The media are an important interlocutor, as they are the amplifiers of the campaign messages. The target newspapers aimed at operators, online and in print, as well as the main newspapers aimed at consumers, will be selected, favoring those of cooking and well-being/lifestyle.
Messages of quality and uniqueness of the product will be conveyed with various actions directed at the media and consumers to adapt the characteristics of the product to market tastes and involve them in the dissemination of the qualitative characteristics of the PDO brand.
The aim is to bring the consumer to understand the added value of the authentic product and therefore increase consumption in Australia.
The strategy includes, over the three-year period, online and offline information and training actions aimed directly at chefs and young students (tasting weeks and participation in trade fairs) to inform and raise awareness in their daily choices oriented towards quality, protected European products, flavours that make the difference and the safety that is ensured by European origin.
Information and promotion campaigns will be activated to spread knowledge about the quality of protected brand products in the geographical area of Australia, building relationships with distributors and/or importers and participating in trade fairs. The image of quality, tradition and innovation of the product will be conveyed through transversal actions on different targets, which include traditional information/awareness initiatives combined with other actions that require a more active role by operators.
At the same time, exclusively online strategies will be structured to reach consumers, who are very attentive to quality, and which will create a strong appeal thanks in particular to the use of dedicated social media:
Facebook – https://www.facebook.com/Borntobeauthenticeu-109090364901590
Instagram – https://www.instagram.com/borntobeauthenticeu
