Prosciutto di Carpegna PDO expands US campaign in third year

By AI, Created 1:35 PM UTC, May 25, 2026, /AGP/ – Prosciutto di Carpegna PDO is launching the third year of its EU-backed U.S. campaign with tastings, trade events, digital marketing and influencer partnerships aimed at building awareness of the Italian cured ham. The new push runs through 2027 and targets American consumers, media and food professionals.

Why it matters: - The third year of the campaign is meant to deepen Prosciutto di Carpegna PDO’s footprint in the U.S. premium food market. - The program aims to build awareness of EU quality-scheme products that emphasize origin, traceability and traditional production. - The campaign also seeks to connect American consumers with a protected Italian cured ham that the consortium positions as distinctive in taste and craftsmanship.

What happened: - The Consorzio Prosciutto di Carpegna PDO launched the third year of “The EU Gem Ham: Prosciutto di Carpegna PDO” campaign in the United States. - The campaign is co-funded by the European Union. - The new annual program follows two years of activity focused on trade professionals, journalists, influencers and consumers. - The campaign is designed to strengthen the presence of Prosciutto di Carpegna PDO in the U.S. market.

The details: - Digital communication remains a core channel, with ongoing updates on the campaign website and social media. - The campaign will produce five new short videos. - A dedicated online advertising push will run in the United States. - Radio spots will support visibility and extend the message to American consumers. - Influencer marketing will include 25 collaborations with U.S. content creators. - Content creators will highlight recipes, serving ideas and everyday as well as special-occasion uses for Prosciutto di Carpegna PDO. - The trade and PR calendar includes a dedicated stand at Summer Fancy Food in New York from June 28 to 30, 2026. - The campaign will also appear at Winter Fancy Faire in San Francisco from Jan. 17 to 19, 2027. - A press event is scheduled in Miami during the Boat Show in February 2027. - The program includes sponsorship tied to the San Diego Wine & Food Festival. - The campaign will organize 562 tasting days in selected stores across the United States. - Those tasting days are meant to let consumers sample Prosciutto di Carpegna PDO, learn its history and experience its flavor profile. - Prosciutto di Carpegna PDO is described as soft, sweet and slightly spicy, with aromatic notes. - The ham is produced exclusively in the municipality of Carpegna in Italy’s Marche region. - Production follows strict rules and a slow curing process. - The PDO certification guarantees origin, authenticity and compliance with a protected traditional production method. - The EU GEM HAM campaign is co-financed by the European Union and promotes PDO and PGI products as symbols of quality, regional heritage and artisanal craftsmanship. - More information is available on the official project website and on Instagram @consorzio_carpegna.

Between the lines: - The campaign’s mix of trade shows, tastings, paid media and creator partnerships shows a push to reach both industry gatekeepers and everyday shoppers. - The focus on certification, provenance and traditional methods suggests the brand is competing on authenticity rather than price. - The U.S. remains the central growth market in this phase, with repeated in-person activations meant to convert awareness into trial.

What’s next: - The campaign will continue through a year of events, digital content and retail tastings in the U.S. - Key stops include New York, San Francisco, Miami and San Diego across 2026 and 2027. - The consortium will keep promoting Prosciutto di Carpegna PDO as part of the broader EU message around protected regional foods.

The bottom line: - Prosciutto di Carpegna PDO is using a broad U.S. marketing campaign to turn its protected-status story into more consumer demand.