For more than five years, our collaboration with the renowned Parmigiano Reggiano “king of cheese” brand has been multifaceted and dynamic to educate Canadians about “real” parmesan cheese. Our efforts include media relations, press events, and the establishment of a vibrant influencer program. One standout facet of our work includes a creative and innovative consumer activation/sampling campaign, featuring a meticulously branded bike that has become an eye-catching symbol of Parmigiano Reggiano’s excellence.

Our partnership also extends to organizing immersive familiarization trips to northern Italy, allowing influencers, media representatives, and key stakeholders to witness firsthand the craftsmanship and deep heritage behind Parmigiano Reggiano and to understand the region it comes from.

This holistic approach has fortified the brand’s presence in the Canadian market, solidifying its reputation as a premium and authentic choice among consumers.