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| Parmigiano Reggiano, the king of cheeses, seeks product placement |
In a deal between the Italian Parmigiano Reggiano Consortium and the United Talent Agency, a firm specializing in cultural marketing, UTA will endeavor to get the king of cheeses prominently displayed in movies, TV shows, and streaming media globally.
According to a UTA spokesperson, "We will leverage our expertise and global connections across entertainment and culture to introduce Parmigiano to a wide pool of partners, to further its message that the king of cheeses offers gastronomical excellence and high-quality ingredients, production, and distribution."
Parmigiano, as it is familiarly called, has been produced in Italy for over a thousand years. It has a Protected Designation of Origin rating, meaning it can only be produced in one of five Italian provinces, and only under strict rules regarding ingredients and manufacture.
Product placement can be important for the right product, and Parmigiano is positioned to find placement in a wide range of potential projects.
"This cheese is not just a symbol of excellence but a global brand", says Carmine Forbuso, head of marketing for the Consortium. "This partnership with UTA will allow us to connect with new audiences in an authentic and relevant way."
By: Jim Lavorato
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