One of the best ways to encourage consumers to use a product at home is introducing it to them in external environments. Brand Dialogue often looks to partner with UK restaurants to create bespoke menus featuring our clients products, which is exactly what we did with Otto Wood Fired Pizzeria in Birmingham.
Our aim was to share information about Parmigiano Reggiano with Birmingham consumers and feature the product in tasty dishes, so they might want to cook with it more at home.
We organised a special Parmigiano Reggiano Week with Otto Pizzeria featuring Parmigiano Reggiano pizzas on the menu as well as other special activities to maximise awareness of the cheese to the local area.
Otto Wood Fired Pizza is a traditional Italian wood fired restaurant with an English Accent. They style their pizzas on the Continental Italian style with meat sourced locally in Shropshire and cheese sourced from both Britain and Italy.
They created the following pizzas to be on the menu for the week:
White based pizza with Parmigiano Reggiano cream, fresh basil, fresh English peas, pea shoots and house cured pancetta topped with aged Parmigiano Reggiano.
Margherita base pizza with Parma Ham, porcini mushrooms and 24-month Parmigiano Reggiano and Balsamic onions.
Otto Pizzeria also promoted Parmigiano Reggiano in several ways. These included:
Chunks of Parmigiano Reggiano as an appetizer for customers
Specially designed table top menus with product information
Social Media promotion
Extra promotion in the deli next door with materials such as Parmigiano Reggiano information booklets and recipe cards
It was a successful week with the special pizzas accounting for 30% of the total sales and several consumers sharing about Parmigiano Reggiano on social media.