Taleggio PDO “goes on holiday” in France: Consortium launches new digital campaign

The Taleggio Protection Consortium has launched a new international communication campaign to highlight the origin, quality and versatility of Taleggio PDO by choosing France as its focus, the product’s leading foreign market.

The initiative was made possible through funding from the call for applications promoted by the Ministry of Enterprises and Made in Italy (Mimit – Directorate-General for Industrial Property – Uibm) and managed by Unioncamere, dedicated to promoting Italian collective and certification marks abroad. The project aims to consolidate awareness of Taleggio PDO in international markets, highlighting its cultural production heritage and strengthening dialogue with one of the European markets of greatest strategic importance for the brand.

France confirmed as the leading importing country

The figures confirm the strategic role of the French market. In 2025 Europe absorbed 68,5% of total Taleggio PDO exports and France confirmed its position as the leading importing country, with around 496 tonnes purchased during the year and growth of 6,4% compared with 2024. This positive trend was also confirmed in the final quarter of the year, when imports reached 131.377 kg, an increase of 3% compared with the same period of the previous year.

Taleggio PDO goes on holiday in France

The project takes shape through the creative concept “Taleggio on Holiday”, a narrative that turns the quarter-wheel of Taleggio PDO into a real character. With human features and his unmistakable beret, the protagonist sets off on a journey of discovery through France, travelling across its iconic landscapes and meeting some of the most representative products – with the exception of cheeses – from its gastronomic tradition, also depicted in humanised form.

Along the way, Taleggio encounters figures such as Mademoiselle Baguette, Moutarde and Citron, with whom he shares culinary curiosities and impressions. Through these encounters, told with original illustrations and contemporary language, the journey becomes a way of telling French audiences about the history of the PDO, Taleggio’s connection with its territory of origin, the product’s distinctive characteristics and its great versatility in the kitchen.

Digital channels

During the campaign, the Consortium’s digital channels will host posts, reels, recipes and dedicated content, alongside collaboration with five French food creators – Salut cest Claire, La Cuisine de Garance, Mayou Healthy Food, La Cuisine de Sacco and Rose en Cuisine – who have been invited to reinterpret Taleggio PDO through their own language and culinary sensibility, helping to introduce the product to an ever-wider audience.

Comment

“France continues to be our main foreign market and to show growing interest in Taleggio PDO. Export results confirm the value of a product capable of winning over consumers who are increasingly attentive to quality, origin and tradition,” says Lorenzo Sangiovanni, President of the Taleggio Protection Consortium. “With this project, we want to strengthen an already well-established relationship, choosing a language capable of presenting Taleggio in an authentic and contemporary way. Through digital media, recipes and the involvement of French creators, we aim to reach new consumers and highlight an Italian excellence that continues to stand out beyond our borders.”

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.