• Targeting the future talent of the hospitality world
  • Creating content to educate and inspire young chefs to use Parmigiano Reggiano
  • Partnering with leading chef ambassador and on-trend platform and young chef community

0
Pieces of content
0k
Reach
0
Length of Campaign (months)

As part of an EU-funded campaign Storm’s Consumer PR team is running for the king of Italian cheeses, Parmigiano Reggiano, a year-long partnership was forged with leading catering college Westminster Kingsway.  It included activity woven throughout the curriculum, such as bespoke dish creation and an educational event with campaign ambassador, Gennaro Contaldo.

Westminster Kingsway College has an unrivalled position as a feeder school for young chefs who go on to work for some of the UK’s most lauded, high-end and exciting establishments from Michelin star to avant garde restaurants. It is world-renowned as a school for hospitality and culinary arts and uniquely placed amongst competing catering education establishments. The campaign was designed to put Parmigiano Reggiano firmly on the radar of these up and coming chefs, who will become the future stars of the UK restaurant scene.

The campaign kicked off at the start of the 2023/24 academic year. The college’s 500+ students all received branded aprons and notebooks and Parmigiano Reggiano was supplied for use in their technical lessons in the training kitchens. Once they had built up a solid understanding of the cheese and how to use it, the students were challenged to create dishes for the Italian Week menu in the college’s training restaurant, The Escoffier Rooms.  Key consumer and trade media were invited for lunch throughout the week, where Parmigiano was the star of the show.

During the Spring term, a session was held to further the students’ knowledge of Parmigiano Reggiano – including the heritage, production, different maturations, tasting notes and serving suggestions.  It targeted not only the young chefs at the college but also those already working in the catering industry.  Campaign ambassador and iconic Italian chef Gennaro Contaldo hosted, working in partnership with young, on-trend platform and food community, Countertalk.  The hour-long lecture was well attended by 40 young chefs ranging from students from the college to those working for some of London’s top restaurants including Legare, The Barbary, Manteca, The Fat Duck and Waitrose Cookery School.

As part of the year-round campaign, Countertalk distributed educational content via its Instagram and website, to its audience of over 40,000 young chefs. Westminster Kingsway also utilised its targeted social media reach of over 3,000 to share information and tips about cooking with Parmigiano Reggiano and how to select the right maturation.

Italian Chef Gennaro Contaldo Giving Presentation