Consortium for the Protection of Bresaola from Valtellina
Destination Bresaola
Consortium for the Protection of Bresaola from Valtellina
Destination Bresaola
The campaign that celebrates the tie between Breasola della Valtellina IGP and its territory
Destination Bresaola is a campaign launched in 2021 to promote the excellence and local identity of this product through media, social media, and local initiatives, in line with the eno-gastronomic tourism trend that sees Valtellina as the chosen typical product tasting destination, with Bresaola at the top (70%) [source CTBV-DOXA 2021]. The experiential campaign has become a significant event for journalists, influencers, and the entire Valtellina region.
Bresaola della Valtellina IGP is a typical Italian cured meat, loved by 42 million Italians with global distribution. In 2020, between Covid-19 and international meat price increases, its market experienced a decline. Reinforcing the value of certified bresaola for producers became a priority.
We created a campaign with a strong territorial vocation, placing Bresaola at the center of food-wine experiences that could turn tourists into ambassadors of the product after tasting it in its place of origin: 10 trekking routes and 10 Bresaola sandwiches for a break into the nature, collected in a pocket guide; 16 Bresaola snacks 'on the go', proposed in a personalized pack by local chefs and restaurants. In two years, Destination Bresaola engaged 50 key journalists and 30 qualified influencers, becoming a significant event for media, web, and the whole territory.
Awards
Gold Award for Product Comunication category
