The Cure(d Ham) for What’s Ailing Restaurants
When the food industry was hit hard by the pandemic, restauranteurs were forced to scale back and source cheaper, domestic products. Prosciutto di Parma needed to find creative ways to keep its fine Italian ham on the menu.
Insight
Based on extensive research, we knew that during this time, restauranteurs wanted premium value and low stress menu options. Prosciutto di Parma is not only a premium product but also is easier for restaurants with limited staff to store, prepare and serve. An annual survey conducted by Prosciutto di Parma also found that consumers are willing to pay up to $1-3 more per dish when “di Parma” is included on the menu vs. simply stating “prosciutto.”
Idea
We set out to help Prosciutto di Parma increase its presence on menus in the foodservice sector by partnering with high-volume foodservice chains. We crafted four bespoke restaurant chain partnerships, across 62 participating locations, with Kimpton Hotels, The Palm Restaurant, Landry’s Grotto and La Griglia, and Berg Hospitality Group. These partnerships were more than simple collaborations; they were immersive experiences designed to create an unforgettable connection between Prosciutto di Parma and restaurant-goers to drive business results.
Impact
Our campaign resulted in sales of 5,634 pounds of Prosciutto di Parma in a three-month period, more than 68% above average when compared to other independent restaurants with Prosciutto di Parma on the menu. Because of these delicious results, all our restaurant partners continued to keep their Prosciutto di Parma dishes on their menus for five or more months after the promotion ended – significantly increasing volume and sales of the product.
Results
68%
above average sales
90
executive chefs participated in training
276K+
engagements via two influencer partnerships
Awards
Reach Out
We're excited to talk transformation and help you get where you need to be.
