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Posts Tagged ‘Made in Italy’Marketing genius or bastardization of Italian cuisine? Recently I came across Bertolli’s latest marketing campaign, a web series called “Into the Heart of Italy.” The mostly viral campaign chronicles chef Rocco Di Spirito and actors Marisa Tomei and Dan Cortese as they trek through various parts of Italy uncovering Italian regional products and culinary traditions.
So is this marketing genius or the bastardization of Italian cuisine? Maybe a little of both. There has long been a disconnect between the Italian mentality of quality first versus the American mentality of marketing first. For the majority of Americans, their food purchases are largely influenced by the constant food marketing messages they receive via TV, print, radio and online 24/7. And while some Italian food purists might fret at the thought of ‘Bertolli’ and ‘Italy’ even being mentioned in the same sentence, there is something to be said for how Bertolli leverages Italy to make their brand more authentic (Bertolli is the manufactured Italian brand created/owned by multinational Unilever). Now I’m not trying to imply that the actual quality of Bertolli frozen meals will ever be on par with fresh Italian food made with imported ingredients. However, with ‘aspirational’ foodies gaining ground on the gourmands and food snobs, Italian purveyors need to stand up and take notice. While still probably only a niche within the entire US population, the potential for this segment to keep growing is what has made major food companies scramble to make their brands more authentic. Between the Food Network, countless print magazines, blogs and websites, a larger cross-section of Americans is slowly learning to appreciate quality and culinary diversity. The latest Bertolli campaign is evidence of this. Purveyors of truly authentic Italian products should not worry. The good news is that the demand exists and the US is an expansive market. No matter how ‘Italian’ the campaign may seem, neither Bertolli nor Olive Garden can claim what truly authentic Italian products can: 100% Made in Italy. The marriage of Italian quality with a little bit of American marketing prowess will help more US consumers understand the very real differences between imported Italian products and others dressed up to be Italian. One group that has been at the forefront of this discussion is Gruppo Ristoratori Italiani, the only non-profit restaurant association exclusively for Italian restaurants in the US.  Related posts:
Tags: Bertolli, Food, Italian, Italian cuisine, Italy, Made in Italy, marketing, Olive Garden, Unilever, viral, web series |
