Brand Tone

Passionate and Traditional, characterized by authenticity, expertise, local pride, and evocativeness.

Brand Values

• •Artisanal Quality
• •Tradition
• •Authenticity & Genuineness
• •Territorial Pride
• •Simplicity

Best Practices

• •Always Lead with "Artisanal" and "Traditional": These are the brand's most powerful keywords. Every piece of copy, from a tweet to a product description, should reinforce the handmade, time-honored nature of the products.
• •Use Storytelling to Connect to the Region: Don't just sell a product; sell a piece of Reggio Emilia. Talk about the hills where the meats are cured, the local farms that provide the ingredients, and the family recipes behind the pasta. This builds a strong sense of place and authenticity.
• •Emphasize "Nostrane" (Local/Our Own): Stress the use of locally sourced ("nostrane") ingredients. This word carries significant weight for consumers seeking authentic, regional Italian food and distinguishes the brand from industrial producers.
• •Maintain a Passionate and Reverent Tone: The voice should never be purely commercial. It should sound like it's coming from an artisan who has a deep love and respect for the food they create. Use words like "passion," "love," "care," and "patience."
• •Differentiate from "Reggiana" Sports: In digital ads and SEO, be specific (e.g., "Marca Reggiana food," "Antica Macelleria Bonini," "Artisanal products from Reggio Emilia") to avoid budget waste on irrelevant clicks and begin carving out a distinct online identity separate from the sports teams.

Social Perception

Perceived as a high-quality, artisanal extension of Antica Macelleria Bonini. Customers associate it with authentic, traditional Italian food products of superior quality. The main challenge is obscurity due to being overshadowed by sports franchises sharing the "Reggiana" name.

Copy Examples

• •We don't rush perfection. Our salumi are patiently seasoned in the hills of Reggio Emilia, just as they have been for generations. Each slice tells a story of artisanal care and the rich flavors of our land. This isn't just food; it's our heritage. #MarcaReggiana #ArtisanalSalumi #MadeInEmilia
• •Crafted one by one, our cappelletti follow the timeless recipe that grandmothers in Reggio Emilia have cherished for centuries. We use only locally sourced ingredients to create a delicate pasta and a rich, savory filling. Experience the simple, profound joy of a dish made with love.
• •From our family butcher shop to your table. Discover handcrafted salumi and fresh pasta made with the finest local ingredients. Order online.
• •Marca Reggiana was born from a desire to share the soul of our land. Rooted in the craft of Antica Macelleria Bonini, we guarantee a product made with genuine, meticulously selected local ingredients—just like in the old days. It's our commitment to uncompromising quality.
• •This season, gather your loved ones around a meal that matters. Our artisanal cotechini and zamponi are made following sacred local traditions, promising a taste that is both rich and genuine. Order your centerpiece from Marca Reggiana and make this year's feast unforgettable.