The Italian Trade Commission is continuing its mission to get Canadians to buy authentic products and reject the imitators by focusing on education.

The campaign was develop by Sid Lee and featured print material and OOH advertising that compare “Italianish” products with the “real thing” Italian products.

Why Made in Italy it's important?

Made in Italy is the certification that tells you a product comes from Italy and that’s important because there are lots of products out there that look and sound Italian but have nothing to do with Italy. What’s even worse is that many people buy these products thinking they’re getting Italian quality, when it’s not even close. Authentic Italian food and wine gets their famously distinctive tastes from the places the ingredients are grown, the time-honoured techniques used to craft them, and the high-quality production standards they’re held to.

Find more information at the official website

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