In an unprecedented move, United Talent Agency (UTA) has signed the Parmigiano Reggiano Consortium to bring the treasured cheese to Hollywood’s limelight. This venture aims to embed the globally recognized iconic cheese into films, TV shows, and streaming platforms around the world. With its Protected Designation of Origin (PDO) status, Parmigiano Reggiano is now ready to showcase its cultural significance on the silver screen.
A Timeless Culinary Tradition Meets Modern Cinema
Parmigiano Reggiano, revered for its rich history and authentic Italian flavor, is produced under stringent guidelines in specific Italian provinces. This tradition adds a unique narrative to any media project and infuses scenes with authenticity and excellence. The placement strategy, facilitated by UTA, promises to introduce the cheese to diverse audiences while highlighting its storied past and exquisite taste.
Why Product Placement Matters
According to The Hollywood Reporter, product placement plays a pivotal role in today’s entertainment landscape. When carefully integrated, it can elevate a scene’s realism and form lasting brand impressions. A quintessential ingredient in international cuisine, Parmigiano Reggiano stands ready to enhance stories with its presence naturally and seamlessly.
The Consortium’s Vision Through UTA’s Lens
“This collaboration with UTA allows us to resonate with modern audiences, merging tradition with contemporary media,” noted Carmine Forbuso, head of marketing for the consortium. With a focus on authenticity and quality, the campaign will strategically place Parmigiano Reggiano where it naturally belongs – in culinary scenes that echo tradition, gastronomy, and excellence.
The Art of Storytelling with Cheese
Hollywood has often been a melting pot of cultural stories, and by incorporating Parmigiano Reggiano, it further diversifies its narrative palette. The cheese’s unparalleled legacy and flavor profile are poised to enhance the storytelling, whether in a heartwarming family dinner scene or high-stakes culinary showdowns.
A Global Brand, A Global Story
Parmigiano Reggiano exports have surged, reaching over half of its production worldwide in 2025. Its elevation in the film industry is another milestone that cements its status not only as a culinary masterpiece but also as a global symbol of cultural craftsmanship.
With this venture, both the UTA and Parmigiano Reggiano Consortium are set to deliver delightful and mouth-watering cameos, inviting viewers to savor the taste of history on the big screen.
