PDO Street Food

PROJECT

PDO Street Food – communicating certified quality in the fast food sector

TYPE OF ACTIVITY

The Qualivita Foundation provided its editorial and scientific services for of all the facets of this project.

DESCRIPTION

The project stems from the desire to promote the PDO and PGI products that are linked to a widespread and fashionable restaurant model based on great traditions, like street food. Quality street food represents a valid new channel for the promotion and protection of Protected Geographical Indications, one that is also able to have an impact on the target market which is the most difficult for traditional products to reach: young consumers.

Over the years, the project has been divided into different activities and communicated through different channels: CiboDiStrada.it, a dedicated website created in collaboration with Italiaonline; “La Guida al miglior cibo di strada”, a book published by Gribaudo-Feltrinelli; “Street food heroes”, a television series aired by Mediaset Italia Uno; and the diffusion of an ‘ad hoc’ digital communications project on the main social networks.

OBJECTIVES

  • Promote PDO and PGI products among young consumers through the renewed social phenomenon of street food
  • Valorise a democratic restaurant model that is linked to quality agri-food
  • Support protection consortia and PDO PGI producers with the use of new forms of marketing

TARGET AUDIENCES

Italian consumers linked to informal eating out with focus on a young target audience

ACTIVITIES

  • Building a Database of Italian street food products and establishments
  • Creating, managing and developing an Italian street food network
  • Conceiving and realising editorial works in paper format: La Guida al miglior cibo di strada (Guide to the best street food)
  • Editorial choices and presentation of the Street Food Heroes television programme
  • Creation of web content and graphics for CiboDiStrada.it
  • Planning and implementing social media campaigns

RESULTS

The significant viewing figures for Street Food Heroes and the data on the diffusion of the guide and the contacts registered by the website have proved the value of this project, which can be given merit for opening up the world of PDO and PGI products to a vast public of street food lovers, many of which are young people.

PERIOD

Active

PROJECT LINKS

PARTNER

Italiaonlineprima internet company italiana e ha tra i suoi asset @Libero, la mail più diffusa del Paese; conta 15,3 mln di visitatori unici mensili da personal computer, 2,5 mld di pagine viste mese, oltre 11 milioni di account email. Da febbraio 2013 la Società raggruppa tutti gli asset di Matrix S.p.a. e di Libero S.r.l.
www.italiaonline.it

GribaudoEdizioni Gribaudo, legate dal 2005 al Gruppo Feltrinelli, pubblicano manuali e libri pratici su cucina, alimentazione, salute, tendenze e benessere, distinguendosi per prezzi molto contenuti rispetto a quelli di libri analoghi presenti sul mercato. Il tema dell’enogastronomia è tra i principali trattati. .
www.feltrinellieditore.it/gribaudo/

Italia1noto canale televisivo italiano privato edito dal gruppo Mediaset, il principale operatore televisivo privato italiano. Per ascolti il secondo canale del gruppo è diffuso a livello nazionale e si propone come canale generalista a target giovanile.
www.mediaset.it/italia1/