“Genuine Taste Has No Imitation” – about the campaign

The Consorzio Speck Alto Adige and Consorzio Tutela Formaggio Asiago have partnered for a three-year marketing communications program, funded by AGEA (the Italian agricultural payment agency) aimed at raising awareness of European quality products, including Speck Alto Adige IGP and Asiago DOP in the United States.

The products were chosen for a joint promotion because of their complementary tastes, European authenticity, and also because of the relative proximity of their production zones; Speck is produced in the north in Alto Adige while part of the Asiago production zone lies in the south in Trentino, with the remaining production zone in Veneto.

The fully integrated campaign will reach US trade and consumers through a mix of public relations, point of sale promotions, sampling, advertising and trade show participation. The three-year campaign, launched in January 2006, is aimed at promoting Speck Alto Adige IGP and Asiago DOP in the U.S. by focusing on both Consorzio’s key messages of authenticity, taste, tradition, and nutritional value. The campaign also aims to emphasize the European authenticity of the products and the protected denominations of DOP and IGP certification.