Italian retail operator Gruppo Pam has embarked on a major new publicity drive aimed at boosting its reputation for products including fresh produce.
The campaign, which is being overseen by Milan-based agency JWT Italia, aims to reinforce the reputation of two of the group's retail banners, Pam and Panorama, when it comes to a range of fresh food items.
'Pam and Panorama always distinguish themselves with their excellence in all fresh departments, from the quality of their Italian beef and pork to their cold cuts and cheeses, their fruit and vegetables, their delicatessen and bread,' commented Gruppo Pam marketing manager Mario La Viola.
Advertisements in national newspapers are set to concentrate on Gruppo Pam's authenticity when it comes to fruit and vegetables.
Beneath a basket of typical Italian products, the advert carries the line: 'Every day we select the freshest, tastiest seasonal fruit and vegetables. That's why with us it's so good.'
Gruppo Pam, which had a 1.4 per cent share of the Italian grocery market last year, has a total of 650 stores in Italy.
According to analyst Planet Retail, the group achieved sales of €3.3bn in 2011, up 5 per cent on the previous year's figure.
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