Following the successful conclusion of its three-year initiative, “In Europe, respect for tradition meets respect for the environment,” the Prosciutto San Daniele PDO Consortium has unveiled a fresh three-year promotional program, co-funded by the European Union. The €3 million-plus project, spanning 36 months, has been entrusted to Milan-based communications firm AB Comunicazioni, which will work alongside the Consortium to drive awareness and market presence in Italy, France, and Germany through a coherent, value-driven narrative.
The campaign aims to bolster the competitiveness, recognition, and consumption of high-quality products by positioning Prosciutto di San Daniele PDO as a hallmark of sustainable agri-food excellence in Europe. At its core is a focus on highlighting the product’s distinctive qualities and sustainability practices, which deliver positive impacts throughout the supply chain and the product’s native region. The initiative seeks to establish San Daniele as a concrete example of applied sustainability, with potential ripple effects across European food sectors.
Since 2019, the Consortium has pursued a structured sustainability pathway, enhancing transparency and oversight in key areas including environmental stewardship, traceability, product quality, human capital, and communication. Aligned with the EU’s “Farm to Fork” strategy, this collaborative approach reflects a shared commitment among member producers.
The new campaign, titled “The Sustainability of San Daniele PDO, a concrete path,” will run until February 2028, aiming to cement San Daniele’s reputation as a symbol of sustainable agri-food excellence. Tailored strategies for each target market underscore the product’s unique attributes and core values.
Visually, the campaign juxtaposes evocative images of the Tagliamento River—an emblem of the territory—with striking photographs of the prosciutto itself, underlining the inseparable connection between product and place. The central message, “Without its territory, Prosciutto di San Daniele would be just prosciutto,” encapsulates the brand’s identity as a transparent, innovative production system grounded in traceability, environmental respect, and social responsibility. Initiatives range from salt waste recovery to biodiversity protection, ongoing training, and community engagement, collectively forging a model of authentic natural excellence and European sustainability.
Activities will include international press visits to San Daniele del Friuli, tastings, thematic workshops, trade shows participation, and a comprehensive media mix spanning traditional, digital, and influencer channels. The campaign also leverages social media and a dedicated website to maximize outreach and consumer engagement.
The dual communication objective is to broaden interest among sustainability-conscious consumers while deepening loyalty among existing advocates by transparently sharing outcomes and best practices.
Mario Emilio Cichetti, General Manager of the Consortium, commented: “With this new campaign, we continue to tell the story of our commitment to environmentally responsible production that respects people and product. Building on prior efforts, this initiative promotes a coherent, in-depth narrative designed to strengthen San Daniele’s positioning in key markets and support the growth of sustainable European agricultural products. Our sustainability actions have evolved through ongoing dialogue with stakeholders, ensuring continuous improvement.”
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