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How can a traditional salami-maker stand out in a crowded category and increase brand awareness in the U.S.?

Go all-out and celebrate salami on a national level!
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Client

Olli Salumeria

Industry

CPG

Services

Public Relations

Mission Objective

Olli is a California-based salumeria (Italian for “delicatessen”) that faithfully carries on four generations of salami-making traditions. By combining old world family recipes with modern processing expertise, Olli offers the most authentic Italian-style salami in the United States. After more than a decade in business, the company wanted to expand its foothold in the U.S. market, increase brand awareness, strengthen retailer distribution and ultimately introduce more Americans to the sweet, less acidic taste of salami slow cured in the Italian method.

While past marketing efforts focusing on the quality and authenticity of the company’s salami helped tell part of the Olli story, a bigger brand-focused initiative was needed to amplify brand awareness and increase market share. But how could Olli compete for share-of-voice against dozens of big-name, big-budget salami brands already dominating the deli section?

Strategic Flight Plan

The biggest opportunity for spotlighting the Olli brand was right in front of us: National Salami Day. While the salami category is crowded with well-established brands, virtually all of them had overlooked an existing national food holiday dedicated to celebrating the popular cured meat. Working with the brand’s marketing agency, the Rocket Launch PR team helped Olli Salumeria own National Salami Day both locally and on a national level. After a successful first year launch, we expanded the program in 2023 to include the “Salami Hall of Fame,” a virtual celebration of iconic delis, restaurants and retailers in cities across the U.S. that helped popularize salami. Olli went all out for Salami Day in its local market of San Diego, offering free salami at the city’s famous Little Italy district. The Rocket Launch team delivered dozens of customized media kit “salami drops” to broadcast radio/TV and online outlets across San Diego and Los Angeles sharing product, salami fun facts and ways for the public to get involved with Olli and celebrate National Salami Day.

Mission Results

Olli Salumeria’s celebration of National Salami Day proved to be a huge opportunity to spotlight the OLLI brand and increase awareness among consumers and within the deli industry. Rocket Launch’s PR program for National Salami Day resulted in hundreds of local and national media placements generating millions of impressions. These results, combined with robust marketing, advertising and social media support from Olli’s partner agency, resulted in quantifiable increases in traffic to Olli’s website and brand awareness.

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earned media placements, including broadcast TV, radio, print & online
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media packages delivered to broadcast TV/radio and online news outlets
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impressions across all earned media platforms

Select Media Coverage

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