Just because it looks Italian, doesn't mean it's Italian

'Made in Italy' campaign drives awareness of authentic Italian foods

TORONTO, April 20, 2015 /CNW/ - Italian culture is famous for its food, where craft, quality and flavour reign supreme. It is where prosciutto alone can reignite taste buds or the pasta, freshly made, melts in your mouth. Now imagine recreating that culinary experience at home. It's possible, and that's exactly what the Italian Trade Commission in Canada wants you to know with the launch of the "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," says Italian Trade Commissioner to Canada, Pasquale Bova. "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 was instrumental in 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.

Editors note: Canadian consumer research conducted by CROP's Nutrio Program, April, 2015

About ITC:
The Italian Trade Commission (ITC) is an Italian government agency entrusted with the promotion and internationalization of Italian products and companies. ITC provides Italian companies with information, support and advice to export their products and services abroad, and provides foreign companies with information, support and advice to import products and services from Italy. Headquartered in Rome, Italy, ITC operates a worldwide network of Trade Promotion Offices linked to Italian embassies and consulates located in major cities that work closely with local authorities and businesses. ITC provides a wide range of services overseas helping Italian and foreign businesses connect with each other: consulting to identify business partners; bilateral trade meetings with Italian companies; trade delegation visits; official participation in local fairs, exhibitions and seminars with industrial and economic experts. For more information on ITC-Canada, please visit: http://www.italtrade.com/countries/americas/canada_en/index.htm

SOURCE Italian Trade Commission

For further information: For interviews, images, or to learn more about the "Made in Italy" campaign, please contact Lauren Wasley, energi PR, T:416.425.9143 ext. 19, E: lauren.wasley@energipr.com

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Italian Trade Commission

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