SCOPE OF WORK
From 2017 to 2020, Matte PR worked with The Italian Chamber of Commerce of Ontario Canada (ICCO Canada) to execute a series of initiatives to raise awareness for authentic Made in Italy products. The initiatives were created to highlight designations like DOP, IGP, DOC, DOCG, that identify products made authentically using traditional methods and ingredients.
The objective was to educate Canadian consumers on how to identify and appreciate certified Italian products.
STRATEGY & EXECUTION
Our mandate was to promote certified authentic Italian products to trade and consumer audiences through connecting ICCO Canada with key media, industry and influencers. This included Authentic Italian Table tasting dinners in Toronto, as well as CENTItalia – a food symposium at Centennial College where Michelin Star chefs held seminars and hosted dinners. An educational tour included sending Canadian media, influencers and chefs to Italy to experience the food and culture of a specific region.
Through our influencer program, key food influencers Rob Gentile and Annie Chu were sent to Italy in 2017 for an educational experience, witnessing the process behind some of Italy’s most iconic foods. A year later, we sent chefs, Roberto Fracchioni, Matt DeMille, Michael Wilson and Ross Midgley on a similar trip to Valle d’Aosta to experience authentic, regional cuisine. In 2019, we sent chefs Fraser Macfarlane, Michael Russell, Andrew Thorne, and Roberto Fracchioni to Emilia Romagna. Each spring, ICCO Canada then hosted events to feature these regional dishes through a series of dinners titled, ‘The Authentic Italian Table’.
Over the three-year program, our group of influencers have become DOP and IGP evangelists, spreading the word through organic content created as a result of ICCO Canada engagement. Through our work, we created a small and active community of people who are ambassadors for the quality and food products of Italy.
ICCO Canada’s pop-ups and special activations helped Canadian students, industry and general public experience the inimitable quality of Italian food exports.
In the first year alone, our media relations campaigns garnered a total reach of 51, 507, 731. Coverage highlights include, Global News, CP24, Toronto Star, blogTO, Panoram Italia, NOW, Narcity, Hamilton Spectator, and many more.