Three-year campaign to highlight the PGI-protected Sicilian speciality continues with TV promotion on Rai channels
Lemons grown in the Sicilian province of Syracuse feature in a new television advertising campaign launched on Italy’s Rai broadcast network at the weekend.
The advertisements were produced by Sec Newgate and RP Circuiti, and form part of a three-year communication and information campaign dedicated to PGI-certified Syracuse lemons.
The campaign, which has been co-financed by the UE and coordinated by CSO Italy, began in July 2024 and aims to reach millions of buyers in Italy, as well as young consumers and traders in Poland and Romania.
Alessandra Ravaioli, CEO of RP Circuiti, praised the result of this latest project to raise awareness of the fruit’s quality and highlight its commitment to zero waste.
“This is a real commercial success for the [PGI Syracuse Lemon] Consortium and its president Alessandra Campisi, and the creatives and planning were also a great pleasure for RP Circuiti,” she commented.
“The commercial was directed by Lorenzo Pasquinelli was in Syracuse, in the consortium’s lemon groves with a team of actors and an extraordinary crew,” she added. “The interiors and tables were shot at the Falconeri Estate and the Casa di Melo.”
Sicilian lemons have apparently faced significant challenges in the past couple of years, including competition from a larger volume of Spanish lemons, a general decline in fruit and vegetable consumption, and reduced commercial opportunities in export markets.
