Sid Lee, which takes over as the agency of record for the trade commission, beat out three other unnamed shops during an agency review.
The “Made in Italy” campaign, which will highlight exports from the European nation famous for its fine food and wine, is being developed in part with several ministries in Italy, including economic development, agriculture and food.
Italian Trade Commissioner Pasquale Bova said Sid Lee is a “perfect fit” for the campaign.
“Sid Lee brings a deep understanding of the business and of the marketing challenge, and how we need to go beyond traditional advertising to produce content that resonates with consumers and reintroduces the Made in Italy brand in a dynamic new way,” said Bova, in a press release.
In fact, the campaign is the nation’s largest-ever push to promote its food and wine.
Sid Lee, which was picked back in January, has been tasked with overseeing the creative side, and will also quarterback content development for the brand’s digital and social media platforms.
“Our team is thrilled to help the Italian Trade Commission (ITC) forge new ground with the iconic ‘Made in Italy’ brand, and to raise awareness with both industry and consumers on the quality and origin of authentic Italian products,” said Sid Lee’s managing content director, Joseph Barbieri.
The consumer portion of the plan is rolling out this month, and comes after the ITC’s week-long, cross-Canada kick off tour.
The thrust of the campaign is to guide consumers to authentic, Italian-made products. In recent years, products with Italian-sounding names have eaten up market share.
“Every time consumers buy a food product that sounds Italian but is not, they are effectively being misled,” said Bova.
“Italian-sounding imitations are not the same as certified Made in Italy products, because they are not subject to the same strict standards of production which determine the characteristics that make original Made in Italy products world-renowned.”
The ITC estimates that Canadians spend $3.6 billion every year on agricultural products with Italian-sounding names.