PARMIGIANO REGGIANO
Union Square Holiday Market
THE ASK
Bring Parmigiano Reggiano to New York holiday shoppers, driving trial and teaching consumers what makes the King of Cheeses unique.
STRATEGY
Pair tasting with storytelling. A six-week pop-up at the Union Square Holiday Market combined free samples with a for-sale menu, while staff educated shoppers on the cheese's origin, ingredients, aging, and where to buy it.
THE EXPERIENCE
Market-goers stopped by for chunks of Parmigiano Reggiano and a menu of gnocchi and risotto made with the cheese. Every tasting came with a quick lesson, from where the cheese comes from to what goes into a wheel.
RESULTS
Over six weeks, the pop-up distributed 226,800 samples, putting Parmigiano Reggiano in the hands of thousands of holiday shoppers in the heart of NYC.
226,800
Samples Distributed
6
Weeks at Union Square
2
Signature Dishes
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