Carlo Calenda, Italian Deputy Minister of Economic Development, launched the communication campaign in the United States in order to promote the ‘authentic’ Italian food and therefore counteract ‘Italian Sounding’ products. This initiative, which is a part of the Promotion Plan for the Agribusiness sector, already initiated since 2014, has a total value of 50 million Euros. It is focused on the States of New York, California, Texas, and Illinois. The US campaign will result in important intervention on media, primarily channelled on social networks and the Internet, in addition to the traditional channels of TV, advertising hoardings, specialized magazines and not specialized ones, video walls, etc. The different promotional and advertising initiatives will be linked by the presence of both ‘The Extraordinary Italian Taste’ hallmark and ‘Buy authentic Italian, get more’ slogan. The commercial realized by Silvio Muccino on Italian food excellences is the forerunner of this campaign. It will be proposed on TV, web, and digital billboards. It is visible on YouTube.
The creation of www.italianmade.com website is a part of this campaign. Its contents are provided by the Trade Associations of ‘Federalimentare’, which act as a direct interface with local consumers through synthetic educational messages, interesting facts concerning our products, and culinary recipes. The Promotion Plan for Agribusiness sector in the USA, realized with the operational support of ICE Agency, also plans for 2016 in-store promotion in collaboration with the main local retail chains, incoming by American traders in Italy, and Italian collective participations at the main food fairs in the USA with a synergistic action among Federalimentare Cibus, Tuttofood, and Vinitaly.