Leading global talent, entertainment, sports and advisory company United Talent Agency today announces the signing of Parmigiano Reggiano Consortium, the protection body that includes all the producers of the “King of cheeses”. UTA will serve as the product placement agency for the group.
UTA will help it to deliver unique and compelling placements, to supplement traditional marketing with powerful content that elevates story-making and fosters deep connections with consumers. It will leverage its expertise and global connectivity across entertainment and culture to introduce Parmigiano Reggiano to a wide pool of partners, to further its message of gastronomical excellence and high quality ingredients, production and distribution.
UTA will facilitate the brand appearing in authentic and compelling ways across TV, film, streamer and digital content around the globe to increase the brand’s ability to connect with culture.
Sam Glynne, EMEA head of UTA Entertainment and Culture Marketing, says: “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.”
Carmine Forbuso, Head of Marketing, Consortium of Parmigiano Reggiano, says: “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%, with a volume growth of +2.7% 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 new formats and platforms to express this story globally.”
Parmigiano Reggiano has Protected Designation of Origin (PDO) status, meaning it can only be produced in one of five Italian provinces – Parma, Reggio Emilia, Modena, Mantua to the right of the Po river and Bologna to the left of the Reno River – and there are strict rules about the ingredients used and even what the cattle who provide the milk are fed.
Parmigiano Reggiano and UTA will partner closely to deliver content that aligns perfectly with a brand with PDO status; a promise of taste, trust, and time-honoured tradition that has been carefully guarded for centuries.
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