• Attracting a younger audience through partnership with The Greedy Model
  • Driving Instagram visibility for Parmigiano Reggiano
  • Hosting trendsetting guests at celebrity dinner party

Pieces of Coverage
Length of Campaign (week)

Storm’s Food & Drink PR experts couldn’t be more delighted to be working on a 3-year EU funded campaign for the king of cheeses, Parmigiano Reggiano. Steeped in heritage and revered by anyone who knows their Italian cuisine, we’ve had so much fun sharing new recipes, inspiration and education with consumers and the trade alike.

As part of the influencer marketing and recipe creation elements of the campaign, we are collaborating with the founder of The Greedy Model, Emma Louise Connolly, to bring a fresh and contemporary spin to home cooking and put Parmigiano firmly on the radar of social media centric millennials.

Emma Louise is a social media star and influencer who started her career as a model and has worked with brands including Burberry, Calzedonia and Maybelline. As well as continuing her modelling career, she is now a wine entrepreneur and founder of The Greedy Model Instagram channel, a venture born during lockdown with a growing following that is currently at 235k. The platform shares recipe inspiration with quality ingredients for an audience of millennial foodies, and has a beautiful aesthetic while making impressive dishes look within reach to easily whip up at home.

As well as creating a series of utterly mouthwatering Parmigiano recipes, from a deliciously creamy pasta dish to a lemon, basil and Parmigiano crusted cod, Emma Lou also worked with the Storm’s Consumer PR team to bring them to life, serving each dish at an intimate dinner party with some of her closest pals.

The supperclub-esque evening was hosted at Social Pantry Café, a beautiful 20-seater venue in London’s Lavender Hill, in Clapham. The evening was a celebration of Parmigiano Reggiano, with the beautifully complex and flavoursome cheese showcased in a range of different maturity ages and included in each and every dish that was served… perfection!

Not only was the food enough to have any Gen Y’ers adding Parmigiano to their next shop and replicating the recipes at their next get together, but the calibre of guests – made up of Emma Lou’s friends – was top class. The 15 guests included podcast hosts, celebrities and TV personalities, from Emma’s husband Oliver Proudlock, to pals Jamie Laing, Sophie Haboo and Daisy Lowe. Both Emma Lou and each of the guests posted content on their Instagram channels on the night, delivering a total reach of 2.2 million.

To check out Emma Lou’s recipes or find out more about the EU-funded Parmigiano Reggiano campaign, visit www.tasteurope.eu.

The Greedy Model Emma Louise-Connolly being applauded
Guests enjoying dinner at social pantry cafe
The Chef posing for a picture with Emma Louise Connolly
Grating Parmigiano Reggiano cheese on-to a meal