Canadian Pizza Magazine

News
‘Made in Italy’ campaign drives awareness of authentic Italian foods


April 23, 2015
By Canadian Pizza

April 23, 2015, Toronto – The Italian Trade Commission in Canada has launched a “Made in Italy” campaign designed to educate and inform Canadians about the difference between authentic Italian and imitation Italian-sounding food products.

“This is the largest campaign in the Italian Trade Commission’s history, with the goal of providing consumers with the tools and information to differentiate between authentic Italian and Italian-sounding products,” said Italian Trade Commissioner to Canada, Pasquale Bova, in a news release. “These imitation products aren’t held to the same quality standards that make Italian-made products so special.”

Consumer information highlighted throughout the national campaign is on www.Italianmade.com, which includes a blog and e-newsletter, photography, inspirational video, recipes and consumer tips. The video provides a clear message on the focus of the campaign and supports consumers on making informed decisions at the supermarket.  This will be supplemented by digital advertising, a proprietary logo, public relations and a social media campaign using Facebook, YouTube, Pinterest and Twitter channels to share content and engage with Canadians to build a community of authentic Italian food lovers using #madeinitaly. It also includes Canadian-Italian chef partnerships and visits from Italian Michelin-starred chefs to culinary schools across Canada.

Understanding the market’s appetite for Italian foods drove the development of the campaign and national research was commissioned to determine Canadian attitudes towards authentic Italian food. More than half of the respondents (58 per cent) agreed they would be willing to pay more for authentic Italian products, with 41 per cent believing that products made in Italy are superior to their Italian-sounding counterparts. Differentiating between the two is the primary objective of the campaign, with 79 per cent of respondents stating they would be encouraged to purchase Italian products if they were identified as authentic.

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