Parmersan cheese is extremely serious business in Italy. To the point of having his own agent in Hollywood

The most famous cheese in the world (with permission from Cabrales) has just hired representation in Hollywood. The Parmigiano Reggiano Consortium (which is what the Italians call what we simply call Parmesan) has signed United Talent Agency (UTA), one of the leading agencies in the film industry, to boost the presence of the Italian product in films, television series and platforms streaming on an international scale.

The agreement. The strategy seeks to position this cheese with a Protected Designation of Origin in global productions in a more or less natural way, taking advantage of the fact that it is known throughout the world. According to statements by Carmine Forbuso, marketing manager of the Italian organization, the cheese represents “simplicity, quality and depth” thanks to only three ingredients, all natural, and centuries of tradition in its artisanal production. Exports of the product reached 53.2% in the first eight months of 2025.

How’s the thing going? product placement. The global advertising placement market reached $33 billion in 2024 with a growth of 12.3% annually, which far exceeds the increase in traditional advertising investment. This marketing strategy has been experiencing four consecutive years of double-digit expansion, and as a marketing strategy it has doubled in size compared to 2018, so no, we are not just talking about the jar of soluble cocoa in ‘Family Doctor’.

Specialized agencies as UTA ​​Entertainment Marketingwhich will represent parmesan, have doubled revenue in two years. And it seems to work: the success of this tactic lies in its naturalness, since more than 52% of US consumers They prefer these appearances over conventional advertisements.

Some precedents in Hollywood. The history of product placement modern food has its founding moment in 1982when candy brand Reese’s Pieces focused all the attention on a crucial scene from Spielberg’s ‘ET.’ Mars refused to allow M&M’s to be used and it was quite a mistake, as Hershey, makers of Reese’s Pieces, tripled sales in two weeks. Currently it is a popular resource: in 2024, for exampleCoca-Cola appeared in 561 films and series.

When it goes wrong. However, the forced placement It often generates rejection, and it is something that brands have to take into account. The oldest people in the place remember with a shudder the movie ‘My Friend Mac’ (curiously, a plagiarism of ‘ET’), full of covert advertising for Pepsi and MacDonald’s, and in whose restaurants even a musical number took place. When the brand interrupts the logical narrative of the film The viewer perceives it as invasive advertising, and that is what happened in this classic of eighties alien dandruff.

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