CDP has been appointed to handle the UK relaunch of Cirio, the
Italian food giant, without a formal pitch.
A new product range will be launched in September under the Cirio
banner, in competition with brands such as Dolmio and Ragu in the
Italian sauce sector.
The products range from basic cooking ingredients to complete meals.
The cooking sauces are called Primo and Secondo while Cucina Idea
consists of six products to help in the preparation of a meal, including
canned tomatoes flavoured with olive oil or garlic and tomato puree.
’Cirio wants to be recognised as a global company providing consumers
with the truest expression of Italian cuisine,’ Cirio’s managing
director, Peter Parmigiani, said.
Nick Webb, new-business director at CDP, added: ’Research has shown us
that the Cirio brand can be found in most Italian kitchens, professional
or household. We want to position it to the UK market as the way that
modern-day Italians cook.’
The budget for the through-the-line launch campaign has yet to be
Cirio, set up at the end of the last century in Naples, is a household
name in Italy. It was privatised at the end of 1993 and bought by the
financier, Giorgio Cragnotti, who also owns the Bertolli oil and De Rica
jams and sauces brands. Cragnotti also recently acquired Del Monte.