Parmigiano Reggiano launches TV advert

The television advert featuring celebrity brand ambassador, Chef Gennaro Contaldo, is being broadcast across ITV, Channel 4, and Sky services

The Parmigiano Reggiano Consortium (Consorzio del Formaggio Parmigiano Reggiano) has launched its first ever television advertising campaign in the United Kingdom, featuring celebrity chef, Gennaro Contaldo. The TV advert is currently being broadcast across ITV, Channel 4, and Sky channels until the 1st of May.

The advert is a natural next step in the longstanding partnership between Gennaro Contaldo and Parmigiano Reggiano, which has seen the celebrity chef travel to Parmigiano Reggiano’s area of origin for a short documentary film on its production and develop several seasonal recipe videos. Now, taking inspiration from the beauty, style, and serenity of the Italian way of life, this advert aims to inspire British viewers to slow down and enjoy every moment with the taste of Parmigiano Reggiano. Elaborating on the cheese’s traditional, all-natural production methods, the advert aims to spread the message that Parmigiano Reggiano is the one and only Parmesan cheese, despite many imitations in the UK market. It is an authentic product that has been naturally crafted for nearly 1,000 years, making it a quality cheese for everyone to eat.

When asked about his role as Parmigiano Reggiano’s UK brand ambassador, Gennaro Contaldo noted:
I am thrilled to have been representing Parmigiano Reggiano for several years now, as those who have followed me for a while will know that Parmesan has always been a staple in my kitchen – and there’s no substitute for the real thing! I hope our advert will make people dream of Italy and provide them with some cooking inspiration

Launched on 11th April 2022, the 20-second television advert was directed by George Foote and created by Chop House Films, a production agency that has worked closely with an array of well-known food brands and chefs, including both Gennaro Contaldo, and his protégé, Jamie Oliver.

Ahead of its launch, Nicola Bertinelli, President of the Consortium, commented:

We are incredibly excited to be launching our first television campaign in the United Kingdom, with none other than one of the UK’s favourite Italian chefs, Gennaro Contaldo. Our aim is to celebrate the unique and inimitable qualities of the only Parmesan. From its PDO certification, all-natural production and ingredients, and thorough quality-check process, it is a one-of-a-kind cheese that can be used in so many different dishes.

About Parmigiano Reggiano

Parmigiano Reggiano is a Protected Designation of Origin (PDO) product and one of the oldest, richest cheeses in the world. Made in a small area of northern Italy – including the provinces of Parma, Reggio Emilia, Modena, and parts of Mantua and Bologna – it has undergone very little change to the production process and is essentially still produced the same way it was nearly 1,000 years ago.

Parmigiano Reggiano is made with only three ingredients – milk, salt, and rennet – and therefore contains no additives, only natural bacteria. To create its distinctive taste, the cattle have a specific diet, and Parmesan has a minimum maturation period of one year, but it can mature for much longer, even up to 48 months.

Parmigiano Reggiano is the only cheese that can be legally called “Parmesan”. Other Italian hard cheeses may be mistaken for Parmesan due to their shape, but as they are not produced under Parmigiano Reggiano’s exact conditions and area of origin, they cannot be called Parmesan under EU and UK law.

For more information on Parmigiano Reggiano, visit

About Gennaro Contaldo

Born in the Amalfi Coast, Gennaro has lived in London since 1969, eventually opening his critically acclaimed restaurant, Passione, which was awarded “Best Italian Restaurant” in 2005. Since then, he has published multiple award-winning cookbooks; starred in the BBC Two television series, Two Greedy Italians; appeared on many of Jamie Oliver (his protégé)’s television shows; and has even won a Guinness World Record for the most ravioli made in two minutes!

Gennaro Contaldo has been Parmigiano Reggiano’s UK brand ambassador since 2020, and will also be representing Parmigiano Reggiano at the National Geographic Traveller Food Festival on 16th – 17th July, where Parmigiano Reggiano is the main cheese sponsor. As part of this, Gennaro will be running a series of cooking demonstrations at Parmesan’s exhibitor stand.

Tickets for the Festival are available at the following link:

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