Alongside the Citterio brand at Cibus

Alongside the Citterio brand at Cibus

We have been at Citterio‘s side for almost 10 years, supporting their communication also during the most important trade fairs in Italy and abroad, such as Anuga in Germany or Cibus in Parma. The latter, considered the leading event for Made in Italy agro-foods, this year recorded over 75,000 attendees (+25% compared to 2022) and hosted over 3000 brands and as many buyers from Italian and international large-scale distribution.

Presenting the new products: our communication strategy 

Well in advance of the exhibition, we developed the best communication strategy together with the customer, opting for an activity that would cover all the phases before, during and after Cibus, from participation in the event to the presentation of the new products on preview.

Marketing interviews as a key driver for the media success of the event

The on-site interviews to Alessandro Riva, Citterio’s marketing director, are another important part of the Cibus PR plan: ten days before the event, we have arranged six interviews, five of which with food trade publications and one with a mainstream TV channel. The media success of the event is directly linked to the helpfulness and preparation of the person who is willing to be the focus of the interviews.  From Distribuzione Moderna to Gdo Week, up to Largo ConsumoGdo news and Food up to the Italia 1 TV magazine Studio Aperto Mag, we placed a range of interviews in which Citterio was able to communicate not only their own product novelties, but also the new trends in the sector and the reference market scenario.

This is the Distribuzione Moderna podcast with Alessandro Riva and the roundup of new products:

Whereas Food, in its video, highlights the new acquisition of the Citterio company, namely a facility in Tuscany in the interview by journalist Andrea Torelli: “With a new site in Tuscany, for the production of Tuscan PDO ham, Citterio has decided to focus once again on the territories of origin of its typical products with the objective of growing in foreign markets. This novelty, together with the wide range of classic products of the historical delicatessen company, is the protagonist at Cibus 2024.”

An opportunity to be close to the customer and their key stakeholders

Cibus, and in general every trade show, represents an opportunity to interact closely with the customer’s world and also to learn more about the company’s current and future strategies, as the company itself is committed to welcoming its most important clients during the trade show days. Finally, it is an important opportunity for the PR agency to meet in person with journalists from the trade press who usually follow the company’s affairs with interest.