50 Australian creators give Prosciutto di Carpegna PDO a social media makeover

Fifty Australian food, lifestyle and cooking creators have produced Instagram recipes to showcase Prosciutto di Carpegna PDO as part of the EU-backed Gem Ham campaign. The push is meant to raise awareness of the protected Italian ham and the EU quality system behind it.

Why it matters: - The campaign is designed to put a protected European specialty in front of Australian consumers through familiar, shareable food content. - The effort aims to build awareness of PDO and PGI labels, which signal origin, authenticity and traditional production standards. - The initiative also gives Prosciutto di Carpegna PDO more use cases beyond classic charcuterie boards, from weekday lunches to entertaining snacks.

What happened: - Fifty Australian content creators made Instagram videos featuring Prosciutto di Carpegna PDO as part of “The EU Gem Ham: Prosciutto di Carpegna PDO,” a promotional campaign co-funded by the European Union. - The creators came from food, lifestyle and cooking niches across Australia. - The campaign is in its third year in Australia. - The videos and recipes are available through the creators’ Instagram profiles and the campaign account @consorzio_carpegna. - A free digital cookbook is available at the campaign cookbook.

The details: - Brisbane creator @anto_brisbane used thinly sliced rockmelon, Prosciutto di Carpegna PDO and crushed pistachios in a take on the classic prosciutto-and-melon pairing. - @maafoodie made a homemade focaccia sandwich with Prosciutto di Carpegna PDO, burrata and fresh greens. - @brissiebarb featured the ham in a pizza-night recipe. - @blueygem used crispy Prosciutto di Carpegna PDO as a topping for creamy broccoli soup and suggested it for carbonara. - @bakersmithprojects prepared baked gnocchi with Prosciutto di Carpegna PDO. - @reytgoodfood_ created a nachos-style snack with sea salt chips, olives, pickles, brie, balsamic glaze, hot honey and Parmesan. - @thatbloggerjade made puff pastry bites filled with Prosciutto di Carpegna PDO, brie and honey. - The campaign describes Prosciutto di Carpegna PDO as soft in texture, subtly sweet, aromatic and lightly spicy. - The ham is produced exclusively in the municipality of Carpegna in Italy’s Marche region. - Strict production rules and a slow curing process are part of its PDO certification. - The campaign is aimed at premium EU foods carrying Protected Designation of Origin and Protected Geographical Indication status.

Between the lines: - The campaign uses creators and recipe ideas to translate a regulated European product into everyday Australian eating habits. - That strategy makes a heritage ingredient feel more accessible, especially for younger audiences who discover food through social platforms. - The mix of classic pairings, comfort food and trend-driven snacks suggests the campaign is trying to broaden the ham’s appeal without losing its premium positioning.

What's next: - The campaign will continue using creator-led storytelling and recipe content to introduce Prosciutto di Carpegna PDO to more Australian consumers. - More product information is available on the official project website and on Instagram @consorzio_carpegna. - Consumers can keep using the cookbook and social accounts for new serving ideas and product education.

The bottom line: - The EU-backed campaign is turning Prosciutto di Carpegna PDO into a social-first food story for Australia, pairing authenticity with everyday recipe inspiration.