Mortadella Bologna Igp: “La Scelta PerFetta”, the new digital project for Italy and Spain

The Italian Consortium for the Protection of Mortadella Bologna has launched “La Scelta PerFetta”, the new communication project based on a modern, spontaneous and immediately recognisable narrative, which will take the Pink Queen beyond the traditional recipe to highlight its quality and authenticity.

An influencer marketing format developed in Italy with the creative agency Maraki and in Spain with the PR & marketing agency The CommsLab, with the aim of presenting Mortadella Bologna Igp through everyday situations, convivial occasions and new consumption rituals.

The project

The project, carried out thanks to a contribution from the Ministry of Agriculture, Food Sovereignty and Forestry to support the promotion of Mortadella Bologna Igp and its development in the Italian and international markets, runs from the end of September throughout October, across two markets with a strategy that adapts the narrative to different cultural sensibilities.

In both countries, the format comes to life through a selection of food creators and leading creators from the local gastronomic scene capable of incorporating Mortadella Bologna Igp into the consumption rituals most familiar to Italian and Iberian audiences: from tapas to aperitifs, from bocadillos to focaccia barese, and even a reinterpretation of Anthony Bourdain’s famous sandwich.

A narrative that thus creates a bridge between Spanish culinary tradition and certified Italian identity, highlighting the quality and versatility of Mortadella Bologna IGP through local tastes, habits and consumption occasions.

The comment

“With ‘La Scelta PerFetta’, we want to show how Mortadella Bologna Igp is a contemporary product, capable of accompanying different moments and occasions without losing its identity,” says Guido Veroni, president of the Italian Consortium for the Protection of Mortadella Bologna. “Bringing this narrative to Spain too, which represents the Consortium’s third export market, means engaging with an international audience through its languages and habits, creating new opportunities to introduce and promote one of the flagship symbols of made in Italy.”

Through the language of influencers, “La Scelta PerFetta” therefore aims to strengthen awareness of Mortadella Bologna Igp and broaden its image, demonstrating that, from tradition to contemporary life, there are always new ways to choose the Pink Queen.

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.