A Taste of Europe Consorzio del Parmigiano Reggiano

Spencer & Lewis created the communication strategy and production of the new television commercial for the Parmigiano Reggiano Consortium. This project is part of a larger three-year plan, launched in June 2023, to strengthen the brand’s presence and positioning in a strategic international market.

The main objective of the campaign is to tell the story of the excellence and authenticity of Parmigiano Reggiano, highlighting its superior quality and connection to Italian tradition. The 20-second spot is designed to create an emotional connection with the British public, presenting Parmigiano Reggiano not only as a product of excellence, but also as an indispensable element of a balanced diet and daily eating routine.

The project included:

• The definition of the communication strategy, developed to strengthen brand awareness in the UK market.

• The production of the television commercial, a 20-second clip with an emotional and authentic narrative designed to enhance the craftsmanship and distinctive quality of Parmigiano Reggiano.

• A digital advertising campaign, in line with the creative concept of the commercial, to amplify brand visibility and recognition through targeted digital channels.

The support to the Consortium in the UK is part of a broader internationalization journey, carried out in collaboration with partner agency Storm Communications, partner for the UK market, aimed at developing effective strategies to establish Italian brands in highly competitive contexts. The creation of this spot represents an opportunity to consolidate the agency’s know-how in international communication, creating audiovisual content capable of speaking to a global audience.