Do you know how to pronounce Parmigiano Reggiano? Consumers in New York may be asked this question by celebrity chef and Dolce Vita host David Rocco. The Parmigiano Reggiano Consortium launched its Pronunciation Challenge campaign, with Chef Rocco helping to spearhead the initiative.
While American shoppers have shown an unwavering enthusiasm for real Parmigiano Reggiano, Italian-sounding hard cheeses or imitators often make it difficult to decipher the authentic product on supermarket shelves.
The launch of the Parmigiano Reggiano Pronunciation Challenge aims to encourage U.S. consumers to refrain from using the misleading term ‘Parmesan’ when it is not an evocation of the Parmigiano Reggiano designation. Furthermore, the challenge is intended to promote brand protection and traceability for Parmigiano Reggiano.
By emphasizing the full name and pronunciation of the cheese, the campaign hopes to draw attention to the identity of genuine Parmigiano Reggiano, a press release stated. The challenge consists of street interviews hosted by Chef Rocco in New York, engaging passersby to give their best attempt at properly pronouncing Parmigiano Reggiano on-camera, while handing out samples of the cheese as a consolation prize.
The campaign will also feature a social media component that encourages United States audiences to record and share their attempts at pronouncing the iconic Italian cheese’s name using the hashtag #sayparmigianoreggiano on their social media channels.
Winners will be decided by a sweepstake, with the first place winner receiving a whole wheel of Parmigiano Reggiano. The second place prize will be a half wheel of the cheese, and the third place prize three wedges of Parmigiano Reggiano.
The agencies behind the campaign include creative lead L&C, TPN Commerce for media and distribution, Arnald NYC for social media, Ponte Collaborative for influencer engagement, and Stuntman PR for media relations.
The challenge was launched on November 7 and will extend through November 25.
Retailers, leverage this creative campaign in-store and watch as the foot traffic moves toward the cheese counter.
