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The agency will work with the Parmigiano Reggiano Consortium to get “the king of cheeses” product placement in Hollywood projects.
By Alex Weprin
Senior Editor
Hollywood is about to get a bit more cheesy.
United Talent Agency has signed the Parmigiano Reggiano Consortium, the governing body for “the king of cheeses” Parmigiano Reggiano, to get the supermarket staple placement in films, TV shows and streaming projects around the globe.
The companies say that UTA 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.”
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Parmigiano Reggiano, of course, has been produced in Italy in essentially the same way for nearly 1,000 years. It has Protected Designation of Origin (PDO) status, meaning it can only be produced in one of five Italian provinces and there are strict rules about the ingredients that can be used to manufacture it.
Product placement has become a big business, particularly when it feels natural to the film or TV project in question. As arguably the most famous cheese on planet Earth, ubiquitous in grocery stories, restaurants and home kitchen around the globe, Parmigiano Reggiano is uniquely positioned to find placement in a wide range of potential projects.
“We are delighted to be helping this iconic brand to curate its product placement strategy,” says Sam Glynne, EMEA head of UTA entertainment and culture marketing. “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.”
“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,” added Carmine Forbuso, head of marketing for the Consortium of Parmigiano Reggiano. “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.”
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