A new television advertising campaign for Sicilian lemons, specifically those grown in the province of Syracuse, has recently debuted on Italy’s Rai broadcast network. This initiative is part of an extensive three-year promotional effort aimed at raising awareness about this protected geographical indication (PGI) product. The campaign seeks to inform and attract millions of consumers in Italy while also targeting younger buyers and traders in Poland and Romania. The advertisements highlight the exceptional quality of these lemons and emphasize the consortium's dedication to sustainable practices.

The campaign, initiated in July 2024, has been jointly funded by the European Union and managed by CSO Italy. It underscores the importance of promoting regional agricultural products that embody both tradition and excellence. Alessandra Ravaioli, CEO of RP Circuiti, one of the production companies involved, expressed satisfaction with the project's outcome. She noted that it not only achieved commercial success but also provided a platform to showcase the creativity and planning skills of her team.

The commercials were filmed in the heart of Syracuse, capturing the essence of the lemon groves under the direction of Lorenzo Pasquinelli. The scenes included both outdoor shots amidst lush orchards and interior settings at the historic Falconeri Estate and Casa di Melo. These visuals aim to convey the rich heritage and natural beauty associated with the cultivation of these lemons.

In recent years, Sicilian lemons have encountered various challenges, such as increased competition from Spanish imports, a general decline in fruit consumption, and fewer export opportunities. Despite these hurdles, the campaign represents a strategic move to reinvigorate interest in this cherished local produce. By focusing on sustainability and quality, the consortium hopes to strengthen its market position and foster greater appreciation for Sicilian lemons among consumers.

Through this ambitious marketing strategy, the campaign aims to reconnect people with the unique qualities of Sicilian lemons. Highlighting their distinctive flavor and environmental credentials, the ads seek to remind viewers of the value of supporting local agriculture and embracing traditional foods. Ultimately, this initiative strives to create a lasting impact, ensuring that the legacy of Syracuse lemons continues to thrive.