The Taleggio Protection Consortium launches the new communication campaign with Orietta Berti

The Taleggio Protection Consortium has launched the new communication campaign dedicated to Taleggio Dop, with Orietta Berti as its testimonial.

Scheduled from October to December 2026, the project involves television, radio and digital platforms, with the aim of presenting the designation through a contemporary language capable of speaking to different generations and audiences.

At the heart of the campaign is a message that brings together tradition and the present day: the value of simple things and the pleasure of sharing mealtimes. Through the television advert, music and digital content, Taleggio Dop is presented in the everyday setting of the table, as an expression of a cheesemaking tradition that continues to find a place in contemporary eating habits.

The testimonial

The choice of Orietta Berti stems from the desire to highlight a figure capable of bringing different generations together. Her personality, her recognisability and her connection with Italian popular culture fit into the campaign’s narrative, which aims to present Taleggio Dop through a familiar story, spontaneous and close to everyday life.

The creative concept revolves around a simple, contemporary message: true transgression means returning to simple things. An invitation to rediscover the pleasure of conviviality and the value of authentic cooking, in which the quality of the ingredients and taste take centre stage.

The campaign therefore aims to bring Taleggio Dop closer to a broad and diverse audience, while keeping the identity of the designation and its connection with tradition at its heart.

The Italian table

The television advert is set around one of the most representative moments of Italian conviviality: a family lunch. Orietta Berti portrays a familiar and reassuring figure, surrounded by her loved ones gathered around a laid table.

Taleggio Dop accompanies the story through its presence in the kitchen and in recipes, highlighting the versatility of the cheese and its ability to enrich everyday dishes with its creamy texture and characteristic flavour.

The message is direct: cooking does not have to be complicated to create special moments. It is the quality of the ingredients, the pleasure of being together and sharing that make the experience of the table unique.

The jingle by Danti

The musical component is one of the campaign’s distinctive elements. The soundtrack, written and produced by Danti, combines folk sounds and dance rhythms, bringing references to tradition into dialogue with a contemporary musical language.

The result is an original jingle performed by Orietta Berti, which accompanies the campaign’s story and reinforces its recognisability. The song, built around the phrase “Il mio segreto è questo qui”, will also be used in digital activities, with the aim of extending the project beyond television scheduling.

Music thus becomes a cross-cutting element of the communication, designed to reach different audiences through different formats and platforms.

The media planning

The campaign includes multichannel planning across the main communication media, with activities scheduled until December 2026.

The advert will be broadcast on TV for five weeks on the channels of the Warner Bros. Discovery group, including Real Time, Food Network and Nove, for an expected total of approximately 380 television spots. Planning will also be concentrated around programmes that align with the target audience, including Casa a prima vista and Fatto in casa per voi.

A radio campaign is planned, with spots lasting 20 seconds on the stations indicated in the media plan, including Radio Rai 1, Radio Rai 2, No Name Radio, Radio Italia and Radio Kiss Kiss, for an estimated total of over 940 spots.

The project will be supported by three videos dedicated to the Consortium’s social channels. The original jingle will also be distributed through the main digital music libraries and promoted on TikTok and Instagram through the involvement of influencers and creators.

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.