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Italian Trade Commission continues Made in Italy campaign

The Italian Trade Commission has begun a second phase of its "Made in Italy" campaign. The national initiative, which debuted last year, was developed by Sid Lee of Toronto. It encourages consumers to seek out genuine Italian products and foods. The creative is intended to highlight the differences between authentic Italian products and imitations. The campaign includes and online videos in English and French, as well as print, out-of-home and digital ads, social media activities and blog posts at <>. The effort will run until the spring of 2017.

"We wanted to build upon last year's success and bring the consumer on a journey to highlight the difference between authentic Italian products and copycat brands in the market by focusing on quality and craftsmanship," said Joseph Barbieri, managing director of content and media partnerships at the agency. "The narrative of quality, heritage and craftsmanship is a cornerstone of the campaign as we expand the 'Made in Italy' platform to educate consumers to look more closely at the value and superiority of authentic Italian products."

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