No April Fool
We thought this was an April Fool, but apparently not.
The Regione Lazio has decided to come out fighting against the recent buffalo mozzarella scare by distancing itself from its Campania cousins.
The buffalo mozzarella produced south of Rome, typically in the province of Latina, is to be rebranded as 'Collosella' with obvious references to gladiators and lions.
Apparently, 10% of all buffalo mozzarella is made in Lazio.
If we can make a couple of observations.
Firstly, in our humble opinion, the Italian buffalo mozzarella industry should be closing ranks and putting together a concerted Pr and advertising campaign for the benefit of all.
Secondly, branding and marketing initiatives need to be treated with great care and not a little prior research. What is the image of buffalo mozzarella abroad today? Does anyone care where buffalo mozzarella is made in Italy? Is 'Collosella' the right communication?
Osella by the way is a famous brand of cheese from Piemonte distributed across Italy. What do they think?
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