(MENAFN- The Peninsula) The Peninsula
The Extraordinary Italian Taste campaign, organised by the Italian Government to promote authentic Italian food products, is bringing a new series of events and activities to the Middle East with a week-long Italian Festival involving the Lulu Hypermarkets in the GCC.
The Festival is taking place during the Week of Italian Cuisine in the World (November 20 to 26), 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.
The event in Qatar was launched today in Lulu Hypermarket Al Gharrafa by the Ambassador of Italy to the State of Qatar, Pasquale Salzano, and the Italian Trade Commissioner to Qatar, Giosafat Rigano.
The campaign includes in-store promotions, live demonstrations 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 aims 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, Pasquale Salzano said 'This is the second edition of our Italian Festival in Lulu Hypermarkets in Qatar. The Italian products have a distinctive and unique feature of blending the strive for excellence with the care of all single details. This is the result of a combination of the highest technical skills with the passion of the men and women involved in their preparation and manufacturing. Italy and Qatar share the same values of a family-centred society, whereby consuming special dishes together strengthen our community feelings. I hope the people and residents of Qatar will feel the pleasure of being in an 'Italian home while tasting our culinary offer during this week.
The Italian Trade Commissioner said: 'Lulu is one of the most popular shopping destinations in the Middle East and we are proud of our renewed cooperation which aims at enhancing and boosting the Qatari awareness of Italian food and specialties. We are sure our promotion will be successful and deeply appreciated by Qatari people.
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.
Ashraf Ali MA, Executive Director of Lulu Group 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 are offering our customers a wide range of new products at a very competitive price.
During the promotional campaign, ending on November 26, in major Lulu Hypermarkets a wide spectrum of Italian products will be showcased at very attractive prices and clients will have the chance to discover the rich food variety of Italy. Customers will taste and buy freshly made Pizzas, pastas, lasagna, tiramisu and many other popular Italian delicacies, while having the chance to raffle prizes, like air tickets and holidays.
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