Storm’s consumer brands team are foodies through and through. So you can imagine how delighted we are to work on a new EU-funded campaign for Parmigiano Reggiano, the king of cheeses.
Moreover, we’re thrilled to work alongside our Italian partner agency, Spencer & Lewis, to activate the campaign.
Beloved to chefs and home cooks alike, Parmigiano Reggiano is the crème de la crème when it comes to Italian hard cheeses. It is one of the most celebrated PDO cheeses in the world.
So, how actually is Parmigiano Reggiano made?
Some very clever monks in the Middle Ages wanted to make a cheese that lasted a long time. They made it by mass drying it and making it on wheels. These wheels mean it travels well, helping to cement its place on the world food stage across many centuries of trading.
Parmigiano Reggiano has a range of maturations, typically from 12 months to 40 months and more. This offers a phenomenal range of flavours and complexities. Generally, it is a must-have ingredient for anyone who knows about Italian cuisine and beyond.
The Campaign
The campaign is for the Parmigiano Reggiano Consortium. This is the governing body comprised of all producers and which protects and promotes the product. The three-year EU-funded campaign will span display, TV advertising, social media, recipe creation and exhibiting at key consumer events. Furthermore, it will feature collaborations with high-profile influencers and Gennaro Contaldo, Parmigiano Reggiano’s brand ambassador. Gennaro is famously known for his long-running TV appearances with Jamie Oliver.
