Parmigiano Reggiano Enlists Hollywood Agency to Boost Global Presence

Parmigiano Reggiano, the renowned Italian cheese, has taken a significant step by hiring United Talent Agency (UTA) to enhance its presence in the entertainment industry. This strategic move is aimed at increasing the cheese's visibility through product placement in films, television series, and streaming platforms worldwide.

The decision to partner with a Hollywood agency comes as the global product placement market reached $33 billion in 2024, with a 12.3% annual growth rate. This growth has outpaced traditional advertising, as brands seek to integrate more organically into premium content. Parmigiano Reggiano's exports have already exceeded 53% in the first eight months of 2025, suggesting a strong international demand for the product.

Carmine Forbuso, the marketing head of the Parmigiano Reggiano Consortium, emphasizes the cheese's unique qualities, citing its simplicity and quality derived fr om just three natural ingredients and centuries of artisanal production. The consortium's aim is to reinforce its premium positioning in key markets such as the United States, Asia, and Latin America, wh ere the cheese faces competition fr om non-certified imitations.

The effectiveness of product placement in the food industry is supported by historical successes, such as the increase in sales for Reese's Pieces after their appearance in the 1982 film 'E.T.'. UTA, with its expertise in organic integrations, is expected to navigate the delicate balance between narrative and advertisement, ensuring that Parmigiano Reggiano appears naturally in culinary scenes.

This initiative highlights a broader trend wh ere brands leverage the entertainment sector to create positive associations without disrupting the consumer experience. The Parmigiano Reggiano Consortium's investment in this marketing strategy is a testament to the dynamic nature of global advertising and the ongoing shift towards more subtle promotional tactics.