High flying mozarella
Mid June 2008 does not seem the best moment to be getting into joint promotional ventures with Alitalia.
Especially if your sector has just come out of a dioxin scare which circumnavigated the world in record time.
But this is exactly what the new Agricultural Policy Minister announced recently in Caserta, one of Italy's buffalo mozzarella cheese heartlands.
In effect, anyone flying Alitalia between the United States and Germany will be offered the typical product as part of their inflight meal.
Both countries are major markets for the cheese which has seen sales fall by 40% from the same period last year.
The cost of the promotion has been declared as two million euros.
Such solutions seem strictly old school particularly when you consider the opportunities offered by new media such Web 2.0, social networks, viral marketing etc and particularly if part of a comprehensive image marketing campaign.
Indeed, all they needed to do was to send me some and I'd tell the world...the foodies, the eaters....
this is one of the cheeses that is supposed to be easier for home cooks to try their hand at. I'm tempted.
Have you ever?
Posted by: Jacqueline Church | June 20, 2008 at 08:46 AM