Spencer & Lewis signs Parmigiano Reggiano TV commercial: authentic storytelling for UK market
Spencer & Lewis, with the help of partner agency Storm Communications, oversaw the communication strategy and production of Parmigiano Reggiano TV commercial in the UK market
February 11, 2025 – Spencer & Lewis, an independent communications group associated with UNA – United Communication Companies, proudly presented the new Parmigiano Reggiano TV commercial, which has been airing since yesterday in the United Kingdom.
This initiative is part of the three-year product promotion project that the Group has been responsible for since June 2023, with the Parmigiano Reggiano TV commercial commissioned to tell the story of Italian brand excellence in a market outside Europe. This brings a strategic link with Storm Communications, a partner agency for the UK market. The joint goal is to convey the distinctive values of real Parmigiano Reggiano, highlighting its superior quality, which makes it a symbol of authenticity and identity with a PDO (Protected Designation of Origin) trademark.
The Parmigiano Reggiano TV commercial, airing from February 10 to 23, 2025, on the British broadcaster Channel 4, recounts these unique and exclusive characteristics, targeting an audience such as the British consumers with an invitation to get to know and discover Parmigiano Reggiano as a valuable part of their daily routine and a rich diet.
The 20-second clip, through an emotional, authentic, and engaging narrative, aims to increase the product’s notoriety and recognition in the UK, celebrating its tradition and craftsmanship while strengthening the emotional connection with consumers. To support the Parmigiano Reggiano TV commercial, a digital advertising campaign will also be launched, aligning with the creative concept of the commercial.
“Support for the Consortium in England is part of an internationalization process that we are pursuing systematically, with the aim of developing targeted strategies that enable brands to establish themselves in complex and competitive markets. The Parmigiano Reggiano TV commercial project represents a significant piece of this journey, thanks to the value and iconic status of a product that symbolizes Made in Italy. We continue to work to accompany Italian excellence in its international development, strengthening its positioning and communication at the global level,” declares Giorgio Giordani, President of Spencer & Lewis Group.
“The production of the Parmigiano Reggiano TV commercial represents a valuable strategic and creative milestone for Spencer & Lewis. It is not just an advertising project, but an opportunity to consolidate our ability to interpret the client’s needs and translate them into an engaging audiovisual narrative capable of speaking to an international audience like the UK market,” say Sarah Colautti, Creative & Digital Director at Spencer & Lewis, and Erika Panacci, Creative Director and Art Director of the Spencer & Lewis Group.
With this new production, Spencer & Lewis continues its internationalization journey, symbolizing a significant step forward in its commitment to bringing unparalleled expertise in brand enhancement to the global stage. This strategic move underscores the company’s dedication to enhancing not only its own brand but also elevating the brands of its partners on an international scale.
In this collaborative effort, Spencer & Lewis is proud to work alongside Parmigiano Reggiano, a brand synonymous with quality and tradition. This partnership marks a pivotal moment in their initiative aimed at expanding and consolidating their presence in global markets. By joining forces, they aspire to leverage their combined strengths to reach new audiences and establish a robust foothold in both emerging and established markets. The Parmigiano Reggiano TV commercial initiative is not just about growth; it’s about creating lasting value and fostering relationships that resonate deeply with consumers around the world.
TV Spot Credits
- Creative Director: Sarah Colautti
- Art Director: Erika Panacci
- Creative Producer: Piero Moscatelli
- Production House: Dogodot – a vision by Daitona
- Dogodot Executive Producers: Lorenzo Lazzarini, Valentina Signorelli, Lorenzo Giovenga
- Director: Lorenzo Giovenga
- Director of Photography.: Emilio M. Costa
- Scenographer: Lavinia Mochi
- Producer: Flavia Enchelli
- Food Stylist: Alessandra di Grazia
- Color: Alberto Bandini
- Sound: Leonardo Paoletti
