Parmigiano Reggiano Sampling

Parmigiano Reggiano Sampling

ABOUT THE BRAND

Parmigiano Reggiano or Parmesan is an Italian hard, granular cheese. In the European Economic Area, the name “Parmesan” is legally defined as PDO Parmigiano-Reggiano.

The Task

Deliver a premium and educational sampling campaign to allow consumers to taste the quality of the product and to understand how its processes create a cheese that is far too good and versatile merely to be grated and sprinkled. The importance of the brand and the PDO label had to be emphasised as guarantees of authenticity, and little-known facts such as its suitability for lactose intolerance needed to be shared.

The Solution

We designed and created a high-impact, versatile and premium demountable trailer that was eye-catching and beautiful. Upbeat staff, who had been trained to explain the unique qualities of the cheese, ensured a lively and educational experience for the thousands of visitors. At Immerse’s suggestion, the trailer was taken to Manchester and Bristol high streets, where the trailer was equally impressive and found a whole new audience.

The Results

Over the 6 days, tens of thousands of samples were handed out from specially imported whole wheels that were flown in by the Consorzio, giving consumers a chance to experience this legendary product in the best possible way.