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| 01.10.04 | |
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In Italy, Nestlé opens up 'school of
chocolate' to the public
Company now seeks to inform
and educate consumers and professionals alike.
Nestlé Italia is to open its 'school of chocolate' ('Scuola del cioccolato') in Perugia to a wider audience later this month, writes the Italian advertising industry newsletter Pubblicità Italia. The site was originally designed to educate and
inform professionals on the use of chocolate in catering and cooking. Now members of
Italy's chocolate-loving public will be able to pass through its doors, Pubblicità Italia
says. |
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| Three courses will be offered, of varying
length, with a maximum of 28 participants in each, who will be taught aspects such as how
chocolate is made, where the raw materials are sourced and how to best prepare and eat the
product. According to Andrea Zambelli, managing director of Nestlé's Italian consumer division, the aim is for the 'Scuola' to be "more than just a school, but a laboratory of ideas". To support the initiative, an entire section has been dedicated to the school on the website of Perugina, Nestlé's market-leading chocolate confectionery brand. In addition to its online presence, the school will be promoted by special actions in 200 cake shops across the country, with a TV campaign set to follow between November and February, produced by the agency Lowe Pirella. According to Eurisko, the market research company, 77% of Italians show a 'high level of interest in knowing more about chocolate, which, far from being a simple food, represents an entire world in itself. 36% of thos spoken to by the company showed an active interest (they say) in taking part in one of Perugina's chocolate courses. |
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