Ajinomoto Europe SAS, France, asked us to help set up of ancient garum sauce food demonstration and tasting in Rome with professional chef and subsequent factory visit in Cetara along the Amalfi Coast. BRIEF: In association with European Committee for Umami (ECU) and global Japanese food company researching our fifth taste for world conference in San Francisco.

Apart from allowing all luxury hotels in Italy to open up casinos on their premises, there is still no sign of any tangible country wide marketing or communication initiative from the recently set up Ministry of Tourism. Until now that is. Some Italian regions have decided they can’t wait any longer and are going it alone in the style of many country ads doing the rounds eg Go Goa, Incredible India. Not least Campania. First seen in 2009 ‘Campania così bella che è vera!’ is