The company recently tapped Fantail Communications to create a viral video campaign. A video, uploaded onto YouTube, features real people trying to pronounce it and explain what it is. A Web site at sayprosciutto.com was also created, and features a longer version of the YouTube video. Visitors who e-mail the video to a friend are automatically entered into a chance to win a “wine weekend” for four along Niagara-on-the-Lake.
“Nobody knows anything about prosciutto, so we thought we'd post it and see what reaction we get,” said Jim Warrington, president of Fantail Communications in Toronto. “We're treating this viral campaign as a test market.”