JRS Consulting worked with the European Union and Lewis & Neale Public Relations to identify how Americans view European food products as well as their usage and information needs for Prosciutto di Parma and Parmigiano Reggiano as examples of high quality European foods. Through focus groups and an Awareness, Trial and Usage study, we explored consumer beliefs and information needs and tested communications messages.

The findings indicated a significant opportunity to increase U.S. purchase and consumption of Parmigiano Reggiano and Prosciutto di Parma through effective marketing. The research indicated that both products had a strong image among a base of loyal users. Other category users, who consume hard grating cheeses or prosciutto but not necessarily Parmigiano Reggiano or Prosciutto di Parma, had positive associations but needed compelling reasons to seek these names out at retail and select them over competing products. There appeared to be an opportunity to increase use for both informal and special occasions by raising awareness of these products, their benefits and ways to use them.

The research served as the basis for synchronized U.S. advertising and public relations campaigns for the European products. JRS Consulting identified target consumer profiles for the products, and recommended positionings and core communications messages. In addition, the research provided benchmarking data that will be used to gauge progress in marketing the European products.

"Jenny Schade is far more than a focus group moderator or survey expert. She is a keen strategist and has worked closely with us on several projects to develop the marketing plan, identifying the kind of research that is needed to help our clients reach their marketing goals. Jenny is a true professional — reliable, thorough, accurate and extremely personable. It is a pleasure to work with her and her team."
- Ruth Lowenberg
Senior Vice President
Lewis & Neale, Inc. Public Relations