Breathe the unique scent of Parmigiano Reggiano cheese

The new campaign by Casiraghi Greco &

Three creative agencies participated but Casiraghi Greco & won the budget for the next Parmigiano Reggiano adv campaign, the product that – with 1.4 billion euros in revenues – represents the most important  cheese of Italy .

In fact, the Consortium wanted to involve some of the best Italian creatives to align themselves with recent product developments. The well-known agency Casiraghi Greco &, led by Cesare Casiraghi, proposed a creative idea that will enhance the specificity and distinctiveness of the values ​​of the Parmigiano Reggiano brand.

Nicola BertinelliNicola

Bertinelli President of the Protection Consortium

“We have chosen a 100% Italian agency to promote our product that represents an icon of the Made in Italy” – commented Nicola Bertinelli, president of the “Consorzio di tutela”. “The goal of the new campaign will be to convey to consumers what are the reasons for the uniqueness of Parmigiano Reggiano which is not simply a cheese, but a prodigy of nature: a product that has kept its own recipe unchanged for nine centuries without take any shortcut. A lifestyle brand that is a concentrate of the territory, of which it is an expression and that is a hymn to naturalness, craftsmanship and biodiversity ”, concludes Bertinelli.

Casiraghi Greco &

will take care of the advertising of the Parmigiano Reggiano Consortium, in particular of TV, press and radio, while for the digital part a restyling of the website is already underway, as well as the creation of a marketplace on which SpotView ,an agency based in Bologna is working, but further consultations are not excluded. The Consortium confirmed Adress as the media center. The budget to be invested by the end of 2019 is 4 million euros

The history of Parmigiano Reggiano Cheese

The passion and dedication of the Casaro totally involved me. I have traveled with interest the impressive warehouse where aging “wheels” are kept. The history of this extraordinary product has its roots in an ancient past. The origins date back to the Middle Ages and are generally placed around the 12th century. At the Benedictine and Cistercian monasteries of Parma and Reggio Emilia, the first toll-booths appeared: thanks to the abundance of watercourses and wide pastures, the production of a hard cheese was obtained in this rather limited area. through the processing of milk in large boilers.

Parmigiano Reggiano

Born in the heart of Emilia, historically between the provinces of Reggio and Parma and ​​for this it is called Parmigiano Reggiano but also involves all of Emilia, Modena, Bologna as regards the right side of the river Reno, Mantova up to the Po river. In these lands the Parmigiano Reggiano evolved, once with many dairies, just immagine that in every neighborhood there was a dairy.

The simplicity of the product

We can certainly say that it is absolutely natural, just think that the ingredients to produce it are uniquely milk, salt and rennet. Milk is used raw as excessive heat treatments would reduce the bacterial flora. Parmigiano Reggiano is therefore natural and typical starting from what is invisible to the naked eye, such as lactic bacteria. It is these bacteria that help the cheese making give the cheese its characteristic aroma. In addition, serums created in the laboratory are not used and rennet is never produced from microbial cultures, but it is always natural, in fact it arrives from the calves’ stomach

The King of Cheeses is Natural

also means “healthy” in fact contains only 30% of water and 70% of nutrients: it is a cheese rich in proteins, vitamins and minerals. Thanks to its aroma, flavor and natural properties is also called “The King of Cheeses”. It certainly have happened to you during a trip abroad to enter a supermarket, you have noticed that Parmigiano Reggiano is the most imitated product in the world, in fact abroad we find Parmesan, Reggianito and many other products that obviously do not even remotely resemble the original . To protect Parmigiano Reggiano, the dairies have joined in a protection consortium which is the owner of the PDO brand which regulates production.

The Parmigiano Reggiano consortium

It counts 330 dairy factories active in the three provinces of Modena, Reggio and Parma and a part of the provinces of Bologna and  Mantova up to the Po river. These 330 dairies have produced about three and a half million “wheels” in 2016, three million and six hundred thousand in 2017 to reach three million seven hundred thousand in 2018. If you find yourself passing through production areas I recommend a stop to visit a dairy.

In October, the Parmesan festival

Is back on the first weekend of October (5/6)  in the territories of origin. The event ‘Caseifici Aperti’ will receive guests for the annual celebration of the producers of the ‘King of cheeses’, Parmigiano Reggiano. Visitors will be able to be part in  the production of the most important Italian PDO, with guided tours of the dairies and “aging warehouses”, open stores, events and tastings for the whole family together with the cheesemakers. A tasting tour to discover Parmigiano Reggiano cheese, its lands rich in history, art and culture. How is the world’s most famous cheese born? Impossible not to buy it from the producers directly.

Fabio Massimo Bonini- Milano-Miami




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