We have worked with a variety of clients and always strive to deliver the best results and develop strong client relationships. Some of our clients have been with us more than 20 years, which reflects the quality and consistency of our work.

Parma Ham Consortium


The Consorzio del Prosciutto di Parma (Parma Ham Consortium) is the association of Parma Ham producers. Established in 1963, it now has around 170 producers. The UK is an important market with exports increasing year on year. Parma Ham is a market leader within the cured meat category and the product is widely available. Our focus is on increasing demand for Parma Ham while maintaining the excellence of its reputation as a high quality, 100% natural Italian product with a long tradition.

Brand Dialogue has been marketing Parma Ham in the UK since 1991 and is the Consortium’s first and only consultancy. Originally promoting Parma Ham on and off the bone, we have overseen the introduction of pre-sliced Parma Ham products into the UK, coordinating a wide range of successful creative and tactical projects in year round media relations programmes, focusing on origin, tradition, naturalness and traceability. We have a deep understanding of the importance of PDO status and other Geographical Indications. This includes crisis management and PR support during the battle with ASDA to uphold the Consortium’s right to restrict the pre-slicing of Parma Ham to the production area.

The unique taste of Parma Ham is dependent on the traditional production process passed down from Roman times, carefully controlled by the Consorzio del Prosciutto di Parma. Only hams that have passed stringent curing regulations approved by the EU can be awarded the stamp of the Ducal crown a five pointed coronet logo with PARMA in the centre which is branded onto the hams skin. The Ducal Crown is now a certification trademark.

Activities include

Co-operative promotions with major supermarkets and their suppliers; promotional activities with regional delicatessens, press trips with production tours and cookery demonstrations; location photography; press and corporate hospitality in some of London’s most prestigious restaurants and festivals; educational seminars for press and consumers; tastings and samplings at shows and events. Work with the Italian Ministry of Food and Agriculture (MIPAAF) to encourage awareness and sales of Parma Ham through retail merchandising and delicatessen counter training.

Summary

  • Marketing for Parma Ham since 1991 their first and only UK consultancy
  • Protected Denomination of Origin status
  • Crisis management and PR support during legal disputes
  • Emphasis on origin, tradition, naturalness and traceability
  • Recipe development
  • In-house design of print advertorials
  • Writing and distribution of releases
  • Promotional activities with top independent and chain restaurants
  • Supermarket and retail promotions
  • Work with regional delicatessens

Client reactions:

“Brand Dialogue has managed the PR and Marketing for Prosciutto di Parma for over 20 years. We are extremely satisfied with the results achieved in the UK market thanks to the thoroughness and professional skills of the Brand Dialogue team.”