United Talent Agency Partners with Parmigiano Reggiano Consortium for Global Product Placement

The United Talent Agency (UTA) has entered into a partnership with the Parmigiano Reggiano Consortium, the governing body for the renowned Italian cheese, to enhance its visibility through strategic placements in films, television shows, and streaming projects worldwide. This collaboration aims to leverage UTA's expertise in entertainment and cultural marketing to promote Parmigiano Reggiano's message of gastronomical excellence and high-quality production.

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Parmigiano Reggiano, often referred to as "the king of cheeses," has been produced in Italy for nearly 1,000 years, adhering to strict regulations under its Protected Designation of Origin (PDO) status. This designation restricts its production to specific provinces in Italy and mandates the use of particular ingredients. The cheese's long-standing tradition and quality make it a prime candidate for product placement in various media formats, as it is already a staple in grocery stores and restaurants globally.

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Product placement has emerged as a significant marketing strategy, particularly when it seamlessly integrates into the narrative of films and television. Sam Glynne, UTA's EMEA head of entertainment and culture marketing, expressed enthusiasm about the partnership, stating that UTA aims to help Parmigiano Reggiano communicate its artisanal qualities and rich heritage through relevant placements. This initiative is expected to broaden the cheese's reach and appeal to new audiences.

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Carmine Forbuso, head of marketing for the Parmigiano Reggiano Consortium, highlighted the brand's growing global presence, noting that exports reached 53.2 percent with a volume increase of 2.7 percent in the first eight months of 2025 compared to the previous year. This partnership with UTA is seen as a pivotal step in connecting with diverse audiences in an authentic manner, emphasizing the cheese's simplicity, quality, and depth.

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While the partnership aims to enhance the brand's visibility, some critics may question the commercialization of traditional foods and the implications of product placement in artistic media. Concerns often arise regarding the potential dilution of cultural heritage in favor of marketing strategies.

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In discussing the collaboration, Glynne remarked, “We are delighted to be helping this iconic brand to curate its product placement strategy.” Forbuso added, “This partnership allows us to connect with new audiences in an authentic and relevant way.”

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As UTA and the Parmigiano Reggiano Consortium move forward with this partnership, audiences can expect to see the cheese featured in various entertainment formats, potentially reshaping its cultural narrative and expanding its market presence.

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• “We are delighted to be helping this iconic brand to curate its product placement strategy,” — Sam Glynne, EMEA Head of UTA Entertainment and Culture Marketing

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• “This partnership with UTA, a leading agency in cultural marketing, allows us to connect with new audiences in an authentic and relevant way.” — Carmine Forbuso, Head of Marketing for the Consortium of Parmigiano Reggiano

Hollywood Reporter