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Italian Trade Agency continues Made in Italy campaign

The Italian Trade Agency has begun a third phase of its ongoing "Made in Italy" campaign in Canada. The effort is intended to raise consumer awareness of the differences between Italian-made products and those which only sound Italian, particularly food and beverage products. It is being conducted in association with the the Italian Ministries of Economic Development and Agriculture.

The national campaign was developed by Bespoke Group and the Globe Content Studio, the content marketing division of the Globe and Mail. It will consist of content marketing executions highlighting the history and characteristics of authentic Italian food products. It includes the launch of a magazine called Gastronomia, as well as digital content, social media content and influencer activities. This will be accompanied by digital and out-of-home advertising in Toronto, Montreal and Vancouver.

"This phase of the campaign will bring consumers on a culinary journey across Italy, with a rich selection of recipe ideas for the holiday season and highlighting authentic Italian ingredients," said Joseph Barbieri, president of Bespoke. "The narrative of quality, heritage and craftsmanship continues to be a cornerstone of the 'Made in Italy' platform, educating consumers about the value and quality of authentic Italian products."

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