Consortium for the Protection of Bresaola della Valtellina PGI
Hidden Valtellina
Consortium for the Protection of Bresaola della Valtellina PGI
Hidden Valtellina
An authentic “like a local” sensory journey into the heart of Valtellina.
A creative campaign built around powerful and evocative storytelling, designed to live across media, web, and on-site experiences, turns Bresaola della Valtellina IGP into an immersive and unmissable encounter for tourists and consumers. An original concept that transforms the product into a true guide — a modern-day Virgil — leading an emotional journey through the most authentic corners of Valtellina, highlighting the deep and unbreakable bond between this iconic cured meat and its place of origin.
In anticipation of the Milano Cortina 2026 Winter Olympics, which will bring a major influx of Italian and international tourists to Valtellina, the Bresaola della Valtellina IGP Consortium is getting ready to embrace this opportunity, positioning its product as the star of the region’s food and wine scene. Our challenge begins with inviting travelers who choose this valley as an off-the-beaten-path destination to explore the most authentic soul of the area, placing certified Bresaola IGP at the heart of the story.
When you say Valtellina, you say bresaola — and vice versa. Bresaola della Valtellina IGP is the crown jewel of the region’s culinary heritage. That’s how
Valtellina Nascosta was born: a virtual journey guiding visitors through 15 “hidden” spots, cherished by the locals, while inviting them to savor Bresaola IGP right where it was born.
The ingredients?
— An evocative storytelling concept,
— An emotional web app featuring the podcast “Storie segrete” with 15 sensory audio guides,
— And 21 Bresaola Experience Points — authentic local food hubs where visitors could enjoy the #Destinazionebresaola signature aperitivo all summer.
Certificate of Excellence - Mobile Apps category
