The Parma Ham Consortium returns to communication with a multichannel strategy

The Parma Ham Consortium returns to communication with a new phase of its omnichannel strategy to tell the story of the excellence of the Dop, consolidating the iconic claims “Pleasure, Parma Ham” and “It’s not raw, it’s Parma”.

Following social activations and infotainment activities on social channels through two original formats developed over the course of the year together with McCann, the Parma Ham Consortium is on air with a second flight, with which the communication campaign for the final quarter of the year is under way.

This new activity fully capitalises on the synergy between media performance and storytelling, reaffirming Parma Ham as a contemporary icon of food made in Italy.

The media strategy, managed by Um Italy, focuses on digital and audio channels to ensure widespread and effective presence during this year-end period. The integrated media presence features connected TV on the main streaming platforms (Netflix, Prime Video, Rai, Mediaset Infinity and Sky), supported by audio coverage on the leading national radio broadcasters and on Spotify, social planning on Meta and a targeted retail media in programmatic activity at strategic points of sale.

With this high-impact planning, the Parma Ham Consortium once again confirms its position as the undisputed protagonist of the Italian table, capable of continually renewing itself and speaking to the hearts of all Italians.

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.