FRESH ASIAGO PDO AND AGED ASIAGO PDO: TWO SPECIAL TYPES FOR THE GERMAN MARKET
The Consortium for the Protection of Asiago Cheese invests in the German market with a large-scale trade marketing and communications programme, which, during 2015, will include up to 700 tasting booths set up in retail outlets of major multiples such as Edeka Süd-West, Globus, WEZ and Metro, as well as wholesalers such as Hamburger Käselager. The key players of this incisive promotional campaign will be the two types of Asiago PDO: Fresh Asiago, with its delicate and creamy flavour, and flavoursome and piquant Aged Asiago, proposed with an original message that highlights the Italian origin of this Italian Protected Designation of Origin (PDO) specialty cheese made exclusively in the provinces of Vicenza, Trento, Padua and Treviso.
For the whole of 2015, retail outlets will be tinted yellow and red, the colours of PDO, and will offer consumers guided tasting events and promotional material, supported by special counter displays, tasting kits and information leaflets. The advertising campaign will also include participation of the Consortium, in collaboration with the supplier, in major national trade shows.