New York is at the center of an exciting initiative as the Parmigiano Reggiano Consortium launches a playful Pronunciation Challenge. This campaign aims to assist US consumers in identifying and enjoying the authentic "King of Cheeses." Celebrity chef David Rocco is leading the way.

Unlock the True Taste of Parmigiano Reggiano with the Pronunciation Challenge

Why the Pronunciation Challenge Matters

American shoppers have a strong affinity for real Parmigiano Reggiano, but the presence of Italian-sounding hard cheeses and imitators often confuses them on supermarket shelves. By emphasizing the full name and pronunciation of the cheese, this lighthearted campaign hopes to draw attention to and strengthen the identity of genuine Parmigiano Reggiano. It's not just about getting the pronunciation right; it's about promoting the authenticity and quality of this world-renowned PDO product. 2: The challenge consists of street interviews hosted by Chef Rocco in New York. Passersby are invited to give their best attempt at pronouncing Parmigiano Reggiano on-camera. As a consolation prize, they receive samples of the cheese. This interactive approach engages the public and makes the learning process fun.

Social Media Engagement

The campaign also features a social media component that encourages US audiences to record and share their attempts at pronouncing the iconic Italian cheese's name. By using the hashtag #sayparmigianoreggiano on their social media channels, they can participate and potentially win great prizes. Winners will be determined through a sweepstake, with the first-place winner receiving a whole wheel of Parmigiano Reggiano, the second-place prize a half wheel, and the third-place prize three wedges. 2: This social media aspect expands the reach of the campaign and allows people from all over the country to get involved. It creates a buzz around Parmigiano Reggiano and helps to build a community of cheese lovers.

Brand Protection and Traceability

The launch of the Parmigiano Reggiano Pronunciation Challenge goes beyond just pronunciation. It aims to encourage US consumers to refrain from using the misleading term 'parmesan' when it doesn't refer to Parmigiano Reggiano. This promotes brand protection and traceability for Parmigiano Reggiano, ensuring that consumers know exactly what they are buying. 2: The Parmigiano Reggiano Consortium, composed of all 300 producers, plays a crucial role in this process. They ensure that each wheel of Parmigiano Reggiano complies with strict specifications and is given a mark of origin. This guarantees the authenticity and quality of the cheese.

Campaign Partners

The agencies behind the campaign are working together to make it a success. L&C serves as the creative lead, TPN Commerce handles media and distribution, Arnald NYC focuses on social media, Ponte Collaborative engages influencers, and Stuntman PR manages media relations. 2: This collaborative effort ensures that the campaign reaches a wide audience and has a significant impact on promoting Parmigiano Reggiano.For more information, visit https://parmigianoreggiano.us/About the Parmigiano Reggiano ConsortiumThe Parmigiano Reggiano Consortium is the protection body for all Parmigiano Reggiano producers. They process the milk from local farmers into this iconic PDO cheese, following strict specifications. Established in 1934, the consortium protects, defends, and promotes the product worldwide. Each wheel of Parmigiano Reggiano is marked with a sign of origin and quality-tested at about 12 months. Only wheels that pass inspection are branded with an oval selection mark. The certification of conformity with PDO specifications is provided by the P-R Quality Control Body on behalf of the European Union and the Ministry. The consortium represents producers at important institutional tables to protect their interests and fights against Italian-sounding imitators.About Chef David RoccoInternational Celebrity Chef and Executive Producer David Rocco inspires millions with his television programs and cookbooks. His shows like David Rocco's Dolce Vita and spin-offs bring the world of food and travel to viewers. He also has his own line of wines and travels the world speaking to corporations. A global celebrity, David is seen in over 100 countries. In addition to his own shows, he has appeared on other popular programs like Donut Showdown, Iron Chef America, and Top Chef Canada. He has been a trailblazer in food television, breaking down barriers and promoting cultural exchange through food.