Italy is leveraging the global platform of the Winter Olympics to promote Grana Padano cheese, describing it as the ideal culinary ambassador for the nation. The cheese, known for its crumbly texture and lower price compared to Parmigiano-Reggiano, is featured prominently in Milan's advertisements alongside alpine skier Sofia Goggia, emphasizing its role in both nutrition and Italian culinary culture.

As part of a marketing strategy, the Italian consortium controlling Grana Padano is investing approximately R$ 33 million for promotional activities during the Games, including the distribution of the cheese in Olympic venues. This initiative is designed to position Grana Padano not just as a tasty ingredient but also as a healthy snack option for athletes and sports enthusiasts, featuring in various delicacies like pasta and protein-rich muffins.

The promotion aims to capture international attention, highlighting Grana Padano's versatility and nutritional benefits while connecting it to the spirit of athleticism and healthy living that the Olympics embody. The usage of Grana Padano at this high-profile event symbolizes Italy's intent to enhance its culinary exports while engaging global audiences during a significant international sport event.