Solid is hired to promote Parmigiano Reggiano brand in the US
THE 2020 BRANDING CAMPAIGN WILL FOCUS ON AUTHENTICITY
Parmesan and Parmigiano Reggiano are far from the same thing. However, research indicates that a vast majority of US consumers use the terms interchangeably and often end up buying “parmesan” thinking they are buying Parmigiano Reggiano. Based in Italy, the Consorzio Parmigiano Reggiano (CPR) is an organization whose membership consists of hundreds of small farmers who make the product according to specific age-old methods. CPR is dedicated to building, promoting and protecting the Parmigiano Reggiano brand worldwide, and it has hired Solid Branding to help reduce the confusion and grow marketshare away from cheeses that are misleading consumers into buying products that are not authentic. “Parmigiano Reggiano is considered one of Italy’s cultural and culinary masterpieces. Working on this assignment is an honor for me and for our team,” said Alfredo Muccino, Founder / Executive Creative Director of Solid Branding.
FORMER CMO OF SABRA IS DRIVING THE STRATEGY
Eugenio Perrier brings to the team proven record of success
The Consorzio Parmigiano Reggiano recruited Eugenio Perrier, a senior marketing executive with 25+ years of marketing experience focused on fostering brand growth for companies in the Food & Beverage industry. Passionate for innovation that solves real needs, he’s a mentor at leading innovation accelerators and an advisory board member in a few early stage companies in F&B. Eugenio was recently the Global CMO of Sabra, where he developed programs that achieved apprx. +10% growth as well as market share dominance in the hummus category. Prior to that he was the VP Marketing / Brand Development & Innovation at Barilla. Most importantly, Eugenio is a pleasure to work with – and we’re looking forward to what we’ll be able to do together as we get ready to launch the 2020 campaign.
PARMIGIANO REGGIANO IS THE REAL THING
Authentic Parmigiano Reggiano offers benefits other cheeses can’t match.
We have always loved Parmigiano Reggiano, but as we get immersed in this project, we have been learning a great deal about this amazing product. And the more we learn, the more we want to help US consumers understand why they should not compromise when it comes to buying this cheese. Some US cheese manufacturers use names that seem designed to create confusion, like “Parmesan Regiano”, “Reggiano Parmesano”, “Parmagian”, etc. These cheeses are often made with processes and ingredients that are quite different from the traditional methods used in Italy – consequently these impostors can’t deliver the quality experience, unique taste, or the health and nutritional benefits that come from the real thing. For example, most people don’t know that the real Parmigiano Reggiano is made with only three natural ingredients and has no preservatives. The real Parmigiano Reggiano is made in a very specific region of Italy, according to methods that have remained virtually unchanged in almost a millenium, and that are subject to strict compliance testing. “We can’t wait to share the many reasons that have Parmigiano Reggiano is considered “The King of Cheeses”, said Alfredo Muccino.
THE 2020 CAMPAIGN WILL LAUNCH IN NEW YORK
We expect to work on a multi-year program that will be delivered across the US.
“We’re developing content that will help US consumers understand why Parmigiano Reggiano is a superior product offering a better experience at many levels. At the same time we’re working on a brand identity system that will help US consumers recognize the “authentic” product so they are not fooled by imitations. Given the effects of the Covid19 Pandemic, we’ll be distributing this content online and amplifying the messages across social channels,” said Eugenio Perrier. Solid is currently negotiating an agreement with a NY based Brand Ambassador who has a uniquely appropriate background – making them an ideal person to promote the brand in the US. We’re also developing partnerships with other brands in order to stretch our marketing budgets and reach a wider audience. We look forward to sharing this work with you. So, look for our updates…and in the meanwhile we encourage all of us to be safe, calm and optimistic. Ciao!