Correggio (Italy) – From the very first image of a slice of prosciutto carefully cut by an Italian”salt pan” to the presentation of a selection of pre-sliced Veroni charcuterie packs, Veroni’s advertising message highlights the excellence of Italian charcuterie and the great tradition handed down within the company family. Since July, the spot has been airing on the 1500 Broadway screen and it will last until September 30. He will return Oct. 13-16, during the 2022 Food Network New York City Wine & Food Festival presented by Capital One.
The spot collaborates with the achievements of the Italian family-run charcuterie producer, which will blow out 100 candles in 2025. As the H1 results show, Veroni confirms its leadership as the leading Italian brand of Luncheon Meat*. A record, already reached at the end of 2021, comes down to a well-defined strategy: currently, Veroni is the only producer to import Italian-made charcuterie into the United States.
“It’s so exciting to stroll through Times Square looking at our announcement which makes me relive the history of our family and its great passion: the art of charcuterie, which is inspired by the ancient recipes of the region’s tradition. of Emilia-Romagna, says Marco Veroni, President of Veroni USA. Thanks to our efforts, we manage to have a company that has solid roots in its history, while keeping an eye on the future and successfully combining the excellence of the tradition of made in Italy cured meats with the taste of American consumers.
*(Source: IRI US Luncheon Meat segment).
SPONSORSHIP ACTIVITIES AT THE US ATP TOUR
From New York, Veroni’s video spot arrived in Washington, where it was screened from July 30 to August 7 at the Citi Open, one of the most important international tennis tournaments on the ATP 500 circuit. As the official sponsor of Italian charcuterie at the Citi Open, the Veroni logo has been displayed in the most strategic points of the Rock Creek Park Tennis Center: from the side banners of the Stadium Club – the structure’s VIP stand – to the Player Lounge, a exclusive space reserved for demanding champions. For this occasion, the Player Lounge has been entirely branded by Veroni with images of charcuterie boards made with its best-selling products in the United States.
During the days of the event, spectators and players were able to enjoy exclusive tasting experiences while enjoying the excellence of Veroni charcuterie, between one match and the next, both in the Player Lounge and in the VIP Stadium Club. . In addition, at the Grab & Go points in the sports center, Veroni products were available to tennis fans thanks to the numerous tasting events planned.
This isn’t the first time Italian brand Food Valley has sponsored a top US tennis tournament. Last March, Veroni was one of the official sponsors of the Miami Open. Veroni’s journey continued in Cincinnati where, from August 13-21, the company repeated its success in Washington as a sponsor of the Western & Southern Open, one of five major events in the world to host an ATP Masters 1000 and WTA 1000 tournament in the same week at the same venue.
At the Lindner Family Tennis Center, in addition to the presence of the Veroni logo strategically placed in a highly visible location in the stadium, spectators and visitors were able to relax at the Veroni Lounge. This area, located inside the stadium, was intended to be the temple of the “Italian aperitif”, where fans could taste the excellent variety of selected meats accompanied by the Aperol Spritz.
Thanks to an effective narration rich in historical images that date back to the first years of activity, the advertisement retraces the history of the Italian charcuterie company born in Correggio, a small town in the Emilia-Romagna region. As the spot’s voiceover states, “from this land, every day, you bring to the table the incomparable goodness of salami, bologna and Veroni hams…encased in a tray.” At the center of the story is the quality of the Veroni charcuterie which characterizes the most convivial moments of the Italian way of life every day, such as the aperitif.
The spot was commissioned by The Veroni Marketing Team, led by Emanuela Bigi, the company’s marketing manager in Italy and the United States. The creative direction of advertising is provided by Alessandro Romano and Marco Castori for the Milanese company MC2 Agency, while the direction is by Tiziano Colucci for the e-motion production house. The strategy and planning of sponsorship and event activities are developed by Elena Guzzella, founder and CEO of the Milanese company DAG Communication agency, and by Alessia Biondaro, responsible for events and all media planning activities for Veroni within DAG.
Veroni is an Italian company that brings genuine Made in Italy products to the United States, including prosciutto, salami, bologna, and other fresh and cured meats. The company was founded in 1925 by the five Veroni brothers, in the small town of Correggio in Emilia-Romagna, Italy. With the establishment of its headquarters in Logan, New Jersey in 2016, Veroni has diversified into the American market. Veroni guarantees the authenticity and high quality of the product by importing 100% Italian salumi into the United States, which is sliced and packaged at the local factory to preserve its flavors and aromas. Today, with more than 40 distinct products available in supermarkets and grocery stores nationwide, Veroni plans to continue to expand and bring its traditional family recipes to the United States.