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Discover the Origin

Raising Awareness in the UK and Irish Markets


FleishmanHillard had the opportunity to work on an EU-financed campaign aimed at promoting five key European products – Bourgogne wines, Parma ham, Douro wines, Parmigiano-Reggiano cheese and port – across the U.K. and Ireland markets.

FleishmanHillard focused on training professionals so they’d be better informed about the specific attributes and uniqueness of these European products, as well as enhance knowledge of Protected Designation of Origin (PDO). The ultimate aim of the campaign was to stimulate demand for the products while reaching out to consumer, trade and media targets and developing a robust digital outreach campaign.

The result? In one year, FleishmanHillard trained 597 trade professionals in five cities over 30 sessions, interacted with 20,349 consumers in six cities, sent 18 journalists to these regions to further experience these products, saw 17,393 visitors on the Discover the Origin website, and generated more than 200 pieces of coverage.