New communication campaign for the Romagna PGI Peach and Nectarine Protection Consortium

The Romagna PGI Peach and Nectarine Protection Consortium is ushering in a new chapter in its communications with the campaign “Romagna PGI Peach and Nectarine: summer tastes better”.

The Consortium’s new campaign, which falls within the scope of the measure Srg10 – Promotion of quality products, funded by the Emilia-Romagna Region with the aim of promoting PGI certification, supporting member businesses and strengthening the bond between consumers, the territory and the supply chain, will accompany the public over the next two years through a contemporary, emotional language deeply connected to the values that make one of Emilia-Romagna’s iconic products unique.

A new story of summer

It will not be a simple promotional campaign. It will be a new story of summer, in which Romagna PGI Peach and Nectarine becomes a symbol of wellbeing, conviviality and the pleasure of living. Fruit that represents not only certified origin, but also a way of experiencing time, sharing moments and rediscovering the value of simple things.

Also on social media

On social media, it will take shape through content telling the stories of the moments when “summer tastes better”: a day at the seaside, an aperitif with friends, a day trip, a picnic, a sunset, a revitalising break. The product will naturally become part of everyday experiences, speaking the language of emotions even before that of food.

The collaboration with content creators will follow the same approach. They will receive a customised lifebuoy featuring the campaign claim, transformed into an iconic and immediately recognisable object. The lifebuoy will become a distinctive element of the communications, featuring in photographs, reels and spontaneous content, making the message instantly associated with Romagna PGI Peach and Nectarine.

B2B event and radio campaign

The B2B activities will also be perfectly integrated into the concept. The event scheduled for April 2027 will involve buyers, stakeholders and the press in an experience that anticipates summer and presents the product in an original, emotional way consistent with the claim.

The same idea will become the focus of the national radio campaign, where the power of voice and sound will turn the claim into a true summer earworm. A simple, immediate and easy-to-remember phrase, capable of becoming part of people’s everyday lives and accompanying them throughout the season. Radio will thus strengthen awareness of the campaign, creating continuity with the digital content and activities in the area.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.