Gorgonzola cheese is loved and known all over the world, with outreach to 87 foreign countries and a particularly large export to the European continent. The integrated communication activity of the Consortium Gorgonzola has the dual objective of consolidating brand awareness in Italy and increasing it in those countries that are particularly interesting for the development of new markets.
In Italy, the Instagram campaign “The Memorable Recipes” continues through November, during which 7 food creators – Max Mariola, Edoardo Franco, Ruben Bondì, Francesco Pruneddu, Viviana dal Pozzo, Lulu Gargari and Enrica Panariello – will compete in a cooking date dedicated to those dishes capable of “unlocking a memory” linked to Gorgonzola. In addition, from October 22 to November 25, the TV spot will be back on air on the main Mediaset networks (Canale 5, Rete 4, Italia 1) in 15- and 30-second formats. 56% of the spots will be distributed in PSU (first, second and last position during the commercial break).
As far as abroad is concerned, the Consortium has promoted a Branded Content editorial project on the main cooking portals, and respective social channels, in 8 foreign countries (France, Germany, Poland, UK, Spain, Switzerland, Belgium and the Netherlands) that allows the product, its history and peculiarities to be told through articles, static and dynamic content by working on incremental reach and profiling to intercept the reference audience in a targeted manner.
The Consortium Gorgonzola YouTube channel, available in 11 languages, is always looking to foreign consumers to convey video recipes and the consortium commercial.