The Consortium for the Protection of Grana Padano Cheese calls in Cohn & Wolfe
21 June, 2012
The Consorzio Grana Padano, the consortium behind the world's best-selling PDO (Protected Designation of Origin) cheese, has appointed Cohn & Wolfe as its new UK agency partner. Cohn & Wolfe will also assume responsibility for maximizing the Consorzio's sponsorship assets in the UK, which include partnerships with Slow Food and the Guild of Fine Food.
The appointment, which followed a competitive pitch, will see Cohn & Wolfe assume responsibility for building awareness and engagement for Grana Padano, which is produced to strict quality and production standards in designated regions along the Po Valley in Northern Italy.
The UK is now the world's fifth largest export market for Grana Padano cheese and is sold in leading supermarkets, fine food retailers and in many restaurants.
Part of Cohn & Wolfe's remit will be to harness the interest and passions of a growing number of fans of the cheese, which is renowned for its versatility, provenance and nutritional qualities.
Elisabetta Serraiotto, marketing and communications manager for the Consorzio Grana Padano said: "The UK is one of the major global markets for Grana Padano cheese and it is important we identify the new correct partner to support us. After a lengthy agency selection and pitch process, we believe Cohn & Wolfe has the right blend of creativity and understanding that we were looking for as we enter an important new phase."
Scott Wilson, UK CEO at Cohn & Wolfe said: "Having been involved in the launch of Grana Padano in the UK in 2004, we are both thrilled and honoured that Cohn & Wolfe has been selected by the Consorzio to support them in writing the next exciting chapter of the Grana Padano story.”
"There is now a legion of passionate Grana Padano advocates in the UK including chefs, food writers, retailers and consumers, and one of our key goals will be to deepen our engagement with these groups while also empowering them to help the Consorzio continue to build wider awareness and understanding of one of the world's great cheeses.”
In a related move, Cohn & Wolfe has also been appointed to manage the second year of a three-year EU-funded programme aimed at promoting two Protected Designation of Origin (PDO) products in the UK. The initiative is aimed at promoting Formaggio Grana Padano and Prosciutto di San Daniele, both products having been selected as examples of exceptional European food production, which will help to raise awareness of PDO product availability in the United Kingdom. About Cohn & Wolfe Cohn & Wolfe
, a global communications agency, builds brands and corporate reputations through an uncompromising commitment to creativity. The agency’s strategic approach unearths fresh, relevant insights leading to communications solutions that deliver measurable business success. Over its 40-year history, Cohn & Wolfe’s award-winning brand marketing work and world-class digital media campaigns have attracted top brands around the world. In 2012, Advertising Age recognized Cohn & Wolfe’s independent-minded, entrepreneurial culture by naming it one of the “Best Places to Work in Marketing & Media” for the second consecutive year. The agency has more than 1,100 employees in over 50 offices across North America, EMEA, and Asia. Cohn & Wolfe is part of WPP (Nasdaq: WPPGY
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