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 carried out thanks to funding from the call 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 strengthen awareness of Taleggio PDO in international markets, highlighting its production and cultural heritage and reinforcing dialogue with one of the most strategically important European markets 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 Taleggio PDO’s total exports, and France confirmed its position as the leading importing country, with approximately 496 tonnes purchased during the year and growth of 6,4% compared with 2024. This positive trend was also confirmed in the last 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 transforms a small quarter-wheel of Taleggio PDO into a real character. With human features and his unmistakable beret, the protagonist embarks on a journey of discovery through France, crossing 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.

During his journey, Taleggio encounters figures such as Mademoiselle Baguette, Moutarde and Citron, with whom he shares culinary curiosities and inspirations. Through these encounters, narrated with original illustrations and contemporary language, the journey becomes a way of telling the French public about the history of the PDO, Taleggio’s ties to its place 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 called upon to reinterpret Taleggio PDO through their own language and culinary sensibility, helping to introduce the product to an ever-wider audience.

The comment

"France continues to be our main foreign market and to demonstrate growing interest in Taleggio PDO. Export results confirm the value of a product that knows how to win 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 showcase 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.