Prosciutto di Parma

Insight

The pandemic hit the foodservice industry hard. Challenged with fewer employees, high food prices and a smaller number of customers, restauranteurs were forced to solve their business problems by scaling back menu offerings and sourcing cheaper, domestic products. As a premium ham product sourced in Italy, Prosciutto di Parma was at risk of being replaced.

Prosciutto di Parma enlisted Padilla and our mission was clear – to let restauranteurs know that from a business perspective, this fine Italian ham was worth keeping on the menu. We set out to help Prosciutto di Parma increase its presence on menus in the foodservice sector by partnering with high-volume foodservice chains.

Idea

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.”

We crafted four bespoke restaurant chain partnerships 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.

Program elements included:

• 15 new Prosciutto di Parma menu items
• Prosciutto di Parma “Hammy Hours” (aka Happy Hours)
• Digital promotions featuring Prosciutto di Parma on participating restaurants’ social media, websites and consumer eblasts
• Prosciutto di Parma trainings for 90 executive chefs
• Partnerships with foodie influencers

Impact

In the end, Prosciutto di Parma and restauranteurs alike reaped the business benefits from keeping fine Italian ham on the menu. 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.