Spencer & Lewis signs Parmigiano Reggiano TV commercial: authentic storytelling for UK market
The Group, with the help of partner agency Storm Communications, oversaw the communication strategy and production of Parmigiano Reggiano's new commercial in the UK market
February 11, 2025 - Spencer & Lewis, an independent communications group associated with UNA - United Communication Companies., presented the new television commercial for the Consorzio Del Parmigiano Reggiano, which has been on air since yesterday in the United Kingdom. The initiative is part of the three-year product promotion project that the Group has been carrying out since June 2023, with the ' commissioned to tell the story of Italian brand excellence in a market outside Europe, hence the 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 that distinguishes it and makes it a symbol of authenticity and identity with a PDO (Protected Designation of Origin) trademark.
The TV Commercial, airing from February 10 to 23, 2025 on the British broadcaster Channel 4, recounts precisely these unique and exclusive characteristics, addressing an audience, such as the British one, with an invitation to get to know and discover the Parmigiano Reggiano as a valuable part of the daily routine and a rich diet. The 20" clip, through an emotional, authentic and engaging narrative, aspires to increase the product's notoriety and recognition in the UK, celebrating its tradition, the craftsmanship, while at the same time strengthening the emotional connection with consumers. To support the television planning, a campaign will be launched to digital advertising in line with the creative concept of the commercial.
"Support for the Consortium in England is part of a path of internationalization that we are pursuing in a structured way, with the aim of developing targeted strategies that enable brands to establish themselves in complex and competitive markets. The Parmigiano Reggiano project represents a significant piece of this path, thanks to the value and iconicity of a product that is a symbol of 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 commercial represents a valuable strategic and creative step 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 such as the UK market " - they comment, Sarah Colautti, Creative & Digital Director in 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, bringing its expertise in brand enhancement to the global level as well. On this occasion, it joins Parmigiano Reggiano in an important initiative of expansion and consolidation in global markets.
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
