The campaign sees a series of integrated promotion and communication initiatives aimed at enhancing the products’ visibility and encouraging consumer awareness.
Actions are calibrated to meet the needs of the various targets, informing and involving the general public on the one hand and organising more indepth technical sessions for professional experts, trade and stakeholders on the other.
The programme starts by defining the format for coordinated images and encompasses the following activities:
• promotion in retail and food outlets with displays, distribution of materials, tastings and practical advice on how to use the products, including recipes;
• training and info events for professionals (buyers and trade professionals, catering operators, journalists, chefs, gourmets, nutritionists and opinion leaders);
• press PR;
• incoming visits with opinion leaders;
• stands at events and fairs;
• web and social network campaign.