Grana Padano, the world's most consumed cheese* has launched its latest UK advertising campaign: “An Italian Feeling”, created by both an Academy Award winning film director and composer.

The TV advertisement is filmed in the historic locations of the Cistercian abbey of Chiaravalle, where the monks perfected the recipe in the Middle Ages, showcasing the region where Grana Padano is still produced and matured today. The Oscar winners involved in its production were film director, Giuseppe Tornatore, winner of the Best Foreign Language film for Cinema Paradiso in 1990, and Ennio Morricone, composer of "Gabriel's Oboe” - winner of Best Original Score for the 1986 film, The Mission.

"We wanted two standard-bearers of Italian values, icons of cinematographic art, to be entrusted with the visual and sound representation of Grana Padano,” comments Mr Stefano Berni, General Director of the Consortium. “They are both unique personalities, masters in terms of genius, professionalism and fame, capable of representing the values that are integral to the unique, Italian taste of our cheese.”

Renato Zaghini, President of the Grana Padano Protection Consortium, launched the campaign with the words: “Grana Padano PDO is a symbol of “made in Italy” and its unparalleled taste is the guardian of traditions, cultures and lifestyles that have made the world fall in love with it.”

“An Italian Feeling” will be aired from October on BBC NEWS, Euronews, Eurosport 1 and 2, ITV 1 Regional, Channel 4 and on Heart Radio and Capital FM.

The campaign will also reveal the new Grana Padano logo that will feature on future packaging. The logo, which had remained unchanged since 1954, has been redesigned to reflect a more modern style with its new font lettering.

Other changes to the packaging include the indication of the ageing (12, 14, 16, 18 months) and the introduction of the new category “Riserva - Over 24 Months”.

The updates have been made to provide the consumer with more information and greater transparency when it comes to purchasing a cheese that is a symbol of Italy, and whose characteristics of absolute excellence remain unchanged and faithful to the original recipe.

*In 2021, more than 5,2 million wheels of which over 2.2 million were exported (nearly 44%)

TV advertisement: https://www.youtube.com/watch?v=1r-XD39IGCE

For more details, high res images or to arrange an interview with a Grana Padano representative, please contact: rwilson@sopexa.com

Visit: www.granapadano.it

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NOTES TO EDITORS:

The Grana Padano Protection Consortium is a non-profit organisation, which brings together producers and curers to protect and promote Grana Padano PDO cheese in the world.  It ensures that every wheel of cheese is made according to the Production Specifications so that it can be awarded its PDO status and be fire-branded with the Grana Padano mark, whilst also protecting it against fraud in Italy and abroad.