Grana Padano, the Consortium wins the first prize of the NC Award 2023 Festival

The prize-giving ceremony of the NC Awards and Brand Loyalty Awards 2023 and the Grana Padanothe most consumed DOP cheese in the world, once again climbed the podium, winning the first prize in the category “Best international campaign with Italian creativity”with the project “An Italian emotion”.

The award was assigned by the jury, chaired by David Neri and made up of the managers of the most prestigious investing companies in communication, which met on 29 May to evaluate the quality and creative effectiveness of the campaigns in the competition.

The winning communication campaign was created by the Grana Padano Consortium in 2022, in collaboration with theServiceplan Italy agency and on air since last October with an important transversal investment on all media: TV, radio, print and digital, in Italy and in France, Germany, Spain, Belgium, Switzerland and the United Kingdom. To give an exclusive value was the commercial, filmed in the historical places of theCistercian abbey of Chiaravalle, where the monks perfected the recipe in the Middle Ages, and in the lands where Grana Padano is produced and aged today. Two Oscar winners involved in the making: the direction of the film is by Giuseppe Tornatore on the musical notes of the piece “Gabriel’s Oboe” by Ennio Morricone.

The launch year of the campaign, with a budget of 42.8 million euros and destined to rise to 43.3 million in 2023, coincided with a overall sales increase of 2.38%mainly driven by export growth of Grana Padano Dop, which achieved a record production of 5,212,103 wheels.

“But the satisfaction – commented the president of the Consortium, Renato Zaghini – does not end with economic data and goes beyond output growth. The greatest emotion is that of receiving so many awards for having managed to tell the world – embracing them – what are the founding values ​​of Italian culture through the evocation of the places where Grana Padano is born, the mastery of the cheesemakers, the traditions, the culture , the joy of the table, the well-being, the passion for cooking, the patience and generosity of our people.

The Consorzio Tutela Grana Padano includes 129 processing companies, which manage 142 productive dairies, 149 maturers and 200 pre-packers. In 2022, production was 5,212,103 wheels, equal to 202,051.4 tons, transforming approximately 2.752 million tons of milk milked in 3,835 stables. The entire production chain of the most consumed protected designation of origin product in the world thus has 50,000 people involved. In the four-month period January – April 2023, 2,060,135 wheels were processed with an increase of 5.21% compared to the first four months of the previous year. Exports are also growing, which in 2022 recorded a +6.19% compared to 2021 with 2,363,706 wheels exported, equal to around 47% of the total branded wheels. In 2022, the gross salable production of matured cheese delivered ex-store was 1.7 million euros, which on consumption rose to 3.2 million euros, of which 1,550,000,000 in Italy and 1,650,000,000 in Italy. abroad.