Authentic Italian Food

The Client

The Italian Trade Commission (ITC): New York office, responsible for the promotion of Italian food.

The Assignment

Develop a print campaign for ‘Authentic Italian Food’ to appear in trade publications for USA buyers.

Marketing Strategy

Educate American buyers how to decipher real Italian foods from the proliferation of imitations that claim to be Italian. Impart the distinction in taste that only true Italian artisans can create with a large variety of pastas, cheese, and cold cuts.


Developed a campaign of multiple full-page ads, each dedicated to a food segment. Thöndo provided the art direction, photography, and copywriting for the project; as well as the design of the seal that will identify all ‘Authentic Italian Food’ products.

The Results

The USA campaign was so successful ITC expanded it to additional markets. To date it has been translated for the Russian and Chinese markets.

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