Hollywood is no stranger to cheesiness, especially when it comes to rom-coms like She’s All That, but now it looks like cheese will become the talk of the town as Parmesan Cheese is a client for upcoming film and TV appearances.
In a statement to The Hollywood Reporter, The Parmigiano Reggiano Consortium has declared that United Talent Agency has signed the “king of cheeses” company to get even more placement in films and TV shows worldwide to ensure Parmigiano will remain on everyone’s minds and potentially stomachs.
The governing body stated that UTA will “leverage its expertise and global connectivity across entertainment and culture to introduce Parmigiano Reggiano to a wide pool of partners, to further its message of gastronomical excellence and high-quality ingredients, production, and distribution.”
Here’s a statement from the head of marketing for the Consortium of Parmigiano Reggiano, Carmine Forbuso:
“Parmigiano Reggiano is not just a symbol of excellence rooted in tradition, but increasingly a truly iconic global brand: in fact, according to data from the first eight months of 2025, exports reached 53.2 percent, with a volume growth of +2.7 percent compared to the same period of the previous year.
This partnership with UTA, a leading agency in cultural marketing, allows us to connect with new audiences in an authentic and relevant way. With just three natural ingredients and centuries of artisanal know-how, Parmigiano Reggiano stands for simplicity, quality, and depth, and we’re excited to explore new formats and platforms to express this story globally.”
Parmigiano Reggiano is a world-renowned cheese and has been produced in Italy for almost 1,000 years. There are strict rules and guidelines for how the cheese is made, and it has Protected Designation of Origin status, which means it can only be produced in one of five Italian provinces.
Product placement and embedded marketing have become a standard practice in Hollywood for decades, but now it looks like it’s a battle of the dairy products to ensure Parmesan and, in particular, Parmigiano Reggiano, can be at the forefront in supermarkets, kitchens, and restaurants.
It was Reese’s Pieces in E.T., Nike Cortez sneakers in Forrest Gump, White Castle in Harold and Kumar Go to White Castle, and now Parmigiano Reggiano in any new movie or streaming series coming to your local theater or your TV at home.
Dining and Cooking