Prosciutto di Carpegna PDO starts third EU Gem Ham year in Australia

By AI, Created 1:25 PM UTC, May 25, 2026, /AGP/ – Prosciutto di Carpegna PDO is launching the third year of its EU-backed promotional campaign in Australia with influencer work, more than 500 tasting days, digital marketing and a Brisbane event in September. The push is meant to build awareness of the PDO ham among consumers, chefs and retailers in a market showing growing interest in premium European foods.

Why it matters: - Australia is one of the campaign’s key target markets because consumers, chefs, retailers and food professionals are showing more interest in premium European products. - The program is designed to raise awareness of European quality schemes and the value of certified origin, traceability and craftsmanship. - More consumer exposure could expand demand for Prosciutto di Carpegna PDO and similar protected EU foods.

What happened: - Prosciutto di Carpegna PDO launched the third year of “The EU Gem Ham: Prosciutto di Carpegna PDO” in Australia. - The campaign is co-funded by the European Union and promoted by the Consorzio Prosciutto di Carpegna PDO. - The new annual program includes influencer collaborations, tasting days, digital activity, advertising and a special event in Brisbane. - The campaign will run with ongoing updates on the official project website and on Instagram @consorzio_carpegna.

The details: - The campaign website and social media channels will continue to serve as a digital hub for consumers and professionals. - The online content will cover the product’s history, production method and serving ideas. - The Australian influencer plan includes 50 collaborations with local content creators. - Creator content will focus on recipes, pairing ideas and everyday and celebratory food moments. - Online and print advertising are part of the annual plan. - More than 500 tasting days are scheduled from July to November in selected retail stores. - The tasting days will let Australian consumers sample the ham and learn about its PDO certification. - The product is described as soft, delicately sweet, aromatic and slightly spicy. - A special PR event is planned in Brisbane in September. - The Brisbane event will bring together media, food professionals, chefs and opinion leaders. - The event will showcase the ham’s sensory profile and the artisanal expertise behind its production.

Between the lines: - The campaign is moving beyond broad awareness and into repeated consumer touchpoints, which can matter more in crowded premium food categories. - The focus on retail tastings and creator content suggests the campaign is trying to convert curiosity into trial and familiarity. - The emphasis on origin and certification reflects how European PDO products are being positioned against less differentiated alternatives.

What’s next: - The campaign will continue through the year with digital updates, advertising and the influencer program. - Tasting activations will continue from July through November. - The Brisbane event in September will be a key moment for media and trade outreach. - The consorzio says it wants to keep building awareness and create more opportunities for Australians to discover the product.

The bottom line: - Prosciutto di Carpegna PDO is deepening its Australia push with a mix of trade, consumer and digital marketing aimed at turning protected-origin status into stronger market recognition.