UTA to lead product placement for Parmigiano Reggiano
United Talent Agency has signed the Parmigiano Reggiano Consortium, becoming the product placement agency for the body that represents all producers of the Italian cheese.
UTA will support the Consortium by integrating Parmigiano Reggiano into entertainment content in ways designed to strengthen storytelling and deepen consumer connection. The agency plans to leverage its entertainment network to introduce the brand to a broad mix of partners across TV, film, streaming platforms, and digital environments.
Expanding cultural presence through content
Sam Glynne, EMEA Head of Entertainment and Culture Marketing, UTA: “We are delighted to be helping this iconic brand to curate its product placement strategy. UTA's team has a deep understanding of how to help this truly artisanal product to communicate – bringing its natural ingredients, 1,000-year old production methods and delicious pleasures to the fore with relevant partners/placements.”
The Consortium sees the partnership as a way to connect with audiences who are increasingly engaged with food culture and craftsmanship.
Supporting global brand growth
Carmine Forbuso, Head of Marketing, Consortium, Parmigiano Reggiano: “Parmigiano Reggiano is not just a symbol of excellence rooted in tradition, but increasingly a truly iconic global brand: in fact, according to data from the first eight months of 2025, exports reached 53.2 percent, with a volume growth of 2.7 percent compared to the same period of the previous year. This partnership with UTA, a leading agency in cultural marketing, allows us to connect with new audiences in an authentic and relevant way. With just three natural ingredients and centuries of artisanal know-how, Parmigiano Reggiano stands for simplicity, quality and depth and we're excited to explore formats and platforms to express this story globally.”
Parmigiano Reggiano holds Protected Designation of Origin status, meaning it can only be produced in specific provinces in Italy under strict rules governing ingredients and production methods.
Aligning content with PDO heritage
The Consortium and UTA will collaborate to ensure all placements reflect the cheese’s long-established standards, positioning the PDO designation as a marker of quality and tradition.
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