The joint worldwide initiative launches in cooperation with the Italian Republic’s Ministry of Foreign Affairs and International Cooperation and aims to strengthen the global visibility of Italian products across seven key markets including the UK, United States of America, Canada, Sweden, Germany, France, and the United Arab Emirates.
As part of the “Made in Italy” campaign, Eataly will introduce over 100 new suppliers, selected in collaboration with the ITA, with many making their debut in the key markets. The campaign will spotlight Italian quality and authenticity with a focus on in-store events and consumer activations all centred around Italian culture. The events will be organised with leading international fairs to promote the Italian agri-food chain.
Consumers will be invited to sample products in-store through seminars, tastings, and restaurant offerings with the opportunity to purchase ingredients to recreate traditional dishes at home including wine pairings.
A digital marketing push will complement the in-store experience supporting the drive to promote the international appreciation of Italian gastronomy, craftmanship and the supply chain as well as highlighting World Food Days and The Week of Italian Cuisine in the World.
More information on the campaign, products and activities of the initiative will be available in the coming weeks.
