The “Extraordinary Italian Taste” campaign, organized by the Italian government to promote authentic Italian food products, brought a series of events and activities to the Middle East with a weeklong Italian festival at LuLu Hypermarkets. The festival took place during the “Week of Italian Cuisine in the World” (Nov. 20-26), a worldwide event dedicated to the Italian culinary and food tradition.
The Extraordinary Italian Taste festival was organized by the Italian Trade Agency across major LuLu Hypermarkets in the UAE, Saudi Arabia, Kuwait, Bahrain and Oman.
The Saudi event was launched on Nov. 20 at the Riyadh branch of LuLu by Italian Ambassador Luca Ferrari, and at the Dammam branch by the director of the Italian Trade Agency in Riyadh, Giuseppe Lamacchia.
The campaign included in-store promotions, live demonstrations by Italian chefs, a dedicated media and social network communication campaign, and specific procurement activities to increase the range of Italian products offered in LuLu stores.
The campaign aimed at improving LuLu customer awareness and penetration of Italy’s food brands, showcasing a new and wide range of products directly sourced from companies in Italy.
Ferrari said: “This initiative is very important to us. When customers buy an Italian product, they also embrace the richness of Italy’s history, culture and traditions. Promoting our products, we know that we are instilling love and appreciation for the Italian way of life.”
Lamacchia added: “LuLu is one of the most popular shopping destinations in the Middle East and we are delighted to join hands with the group for this key promotion. I am sure that LuLu’s large and multi-ethnic footfall will help us broaden our consumer base.”
Italy’s total food exports are currently estimated at more than €38 billion ($43 billion), a testament that Italian cuisine and products have been widely adopted all over the world.
During the promotional campaign, major LuLu Hypermarkets showcased a wide spectrum of Italian products at attractive prices. Customers were able to taste and buy freshly made pizzas, pastas, lasagna, tiramisu and other popular Italian delicacies.
The Extraordinary Italian Taste festival was organized by the Italian Trade Agency across major LuLu Hypermarkets in the UAE, Saudi Arabia, Kuwait, Bahrain and Oman.
The Saudi event was launched on Nov. 20 at the Riyadh branch of LuLu by Italian Ambassador Luca Ferrari, and at the Dammam branch by the director of the Italian Trade Agency in Riyadh, Giuseppe Lamacchia.
The campaign included in-store promotions, live demonstrations by Italian chefs, a dedicated media and social network communication campaign, and specific procurement activities to increase the range of Italian products offered in LuLu stores.
The campaign aimed at improving LuLu customer awareness and penetration of Italy’s food brands, showcasing a new and wide range of products directly sourced from companies in Italy.
Ferrari said: “This initiative is very important to us. When customers buy an Italian product, they also embrace the richness of Italy’s history, culture and traditions. Promoting our products, we know that we are instilling love and appreciation for the Italian way of life.”
Lamacchia added: “LuLu is one of the most popular shopping destinations in the Middle East and we are delighted to join hands with the group for this key promotion. I am sure that LuLu’s large and multi-ethnic footfall will help us broaden our consumer base.”
Italy’s total food exports are currently estimated at more than €38 billion ($43 billion), a testament that Italian cuisine and products have been widely adopted all over the world.
During the promotional campaign, major LuLu Hypermarkets showcased a wide spectrum of Italian products at attractive prices. Customers were able to taste and buy freshly made pizzas, pastas, lasagna, tiramisu and other popular Italian delicacies.
