(MENAFN- Muscat Daily) Muscat- The Extraordinary Italian Taste campaign organised by the Italian Government to promote authentic Italian food products brought a new series of events and activities to the Middle East with a week-long Italian Festival involving Lulu Hypermarkets in the GCC.
The festival had taken place during the Week of Italian Cuisine in the World, a worldwide event dedicated to the Italian culinary and food tradition.The Extraordinary Italian Taste Festival is organised by the Italian Trade Agency across major Lulu Hypermarkets in the UAE, Saudi Arabia, Qatar, Kuwait, Bahrain and Oman. The Oman event was launched at Lulu Hypermarket Bausher by H E Giorgio Visetti, Italian Ambassador to Oman.
The campaign included in-store promotions, live demonstration by Italian chefs, a dedicated media and social networks communication campaign and specific procurement activities to increase the range of Italian products offered in Lulu's hypermarkets. The campaign aimed at improving Lulu customers' awareness and penetration of Italy's food brands, showcasing a new and wide range of products directly sourced from various companies in Italy.
Presenting the campaign, H E Visetti 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. The Italian products hold a high profile in the world market and have a distinctive and unique taste that relates directly, unmistakingly and empatheticallyto the pleasures of sharing these values around the table with friends, family and guests.
'More and more quality cuisine is at centrestage in Oman's hospitality. Italy's world-class producers with the experienced support of the Italian Trade Agency (ITA) that recently opened a promotional desk in Muscat are ready to support this call for more and better in the food market. 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.'
Gianpaolo Bruno, Italy's Trade Commissioner to the UAE, Oman and Pakistan, based in Dubai, said, 'I am sure that Lulu's large and multiethnic footfall will help us broaden our consumer base. We strongly believe that Oman is a very important market for Italian food products; this is the reason why we intend to double our efforts and promotional investments to create win-win opportunities for economic cooperation between Italian and Omani companies.'
Italy's total food exports are currently estimated at more than €38bn, a testament that Italian cuisine and products have been widely adopted all over the world. A V Ananth, director of Lulu Oman, India and Sri Lanka, said, 'We have always strived to bring world-class products from different countries. As we all know, Italian food is one of the most popular all over the world; thanks to this promotional campaign, we offered our customers a wide range of new products at a very competitive price.'
During the promotional campaign which ended on December 9, a wide spectrum of Italian products were showcased at very attractive prices and clients could discover the rich food varieties of Italy. Customers could taste and buy freshly made pizzas, pastas, lasagna, tiramisu and many other popular Italian delicacies.
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