Work in progress for the Olio&Basilico communication campaign promoted by the PDO Riviera Ligure oil and PDO Genoese Basil Protection Consortia and co-funded by the Ministry of Agricultural, Food and Forestry Policies (D.M.58678 dated 26th July 2016).
From December 2017 to January 2018 regional TV networks in Liguria, Lombardy and Piedmont have broadcast a 20-second promotional spot – an expression of their interest in the valorisation of food, culture and tourism. The involved TV networks -Telelombardia, Antenna 3, Telecupole, Videogruppo, Telegenova, Telecity Liguria, Telenord and Imperia TV – have transmitted the spot also via their digital platforms.
This joint campaign aims at supporting the visibility of products, following the lead of the collaboration synergies started in 2012. Riviera Ligure Oil and Genoese Basil are the only PDOs in Liguria and both play their part in pesto, the renowned mortar sauce. Now they join forces to meet common targets in North Western Italy:
- increasing the renown of the 2 Ligurian PDOs, Riviera Ligure Oil and Genoese Basil while promoting their main characteristics
- supporting food and cultural tourism in Liguria.
Assaggia la Liguria… quella vera
Assaggia la Liguria… quella vera: taste true Liguria. The concept of the campaign promotes the quality of Ligurian PDO products, the expression of their territory as well as of hard working, producers, their know hows ancient and skilful. The style of the spot highlights the unique features of PDO Riviera Ligure extra virgin oil and PDO Genoese Basil: the objective is to reach consumers in Liguria, Piedmont and Lombardy, Horeca and health professionals and food & cultural tourists.
Carlo Siffredi, the President of the PDO Riviera Ligure oil Protection Consortium says: “Through this campaign we wish to promote the importance of EU PDO marks also in the olive oil sector. PDO Riviera Ligure oil is safe and good and offers consumers the double guarantee of traceability and quality. Furthermore, it brings along a mix of sensory emotions, rural landscapes, men, culture, traditions, and environment. Make it your choice in MMRs, deli shops and restaurants. It is immediately recognizable thanks to its yellow bottle neck label, numbered by the Consortium”.
Mario Anfossi, the President of the PDO Genoese Basil Protection Consortium agrees: “Basil is a food icon of the region and a cultural resource: it represents coastal farming, sun-drenched and sea-exposed, the habitat of excellence and uniqueness. Together with PDO Riviera Ligure oil we mean to reach players of the supply chain, food professionals and consumers. Our aim is the valorisation of the uniqueness of PDO Genoese Basil, an amazing blend of terroir, scents and tastes known all over the world”.
An invitation to experience the universe of quality, significance, tradition, identity, crafts embodied by the two Ligurian PDOs – Riviera Ligure Oil and Genoese Basil.