Consumer campaign Maestro del Risotto

Risotto is a rice dish from the north of Italy that – especially in the Netherlands- has a stubborn image “stuck” to it, namely that it is difficult to prepare. Based on an annual plan we generated as much media coverage as possible for risotto throughout the year.

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Challenge

Giving Dutch consumers the opportunity to experience that preparing risotto is not complicated at all. And in doing so, presenting the Italian family business Riso Gallo as the number one risotto specialist.

Campaign

For example, we organised a risotto recipe competition for consumers, entitled ‘Maestro del Risotto’. We challenged risotto lovers to share their favourite and original recipes. The competition was judged by master chef Leonardo Pacenti of restaurant Toscanini and food blogger Francesca van Berk. The final of the Maestro del Risotto competition took place in the MasterChef cooking theatre at Taste of Amsterdam.

Results

Continuous free publicity. Also check out this page: Risotto Maestro.