Parmigiano Reggiano PDO finishes three-year EU co-funded campaign

The Parmigiano Reggiano PDO Consortium (Consorzio del Formaggio Parmigiano Reggiano) has successfully concluded its three-year UK campaign, co-funded by the European Union. The €3.9m campaign achieved over 290 million impressions and 450 pieces of press coverage, delivering against the objective of increased awareness and engagement of Parmigiano Reggiano PDO within both trade and consumer audiences, according to the consortium.

Running from June 2023 to end of May 2026, the campaign spanned TV and display advertising, social media, influencer collaborations, press office activity and presence at relevant industry and consumer events including the Spirit of Christmas at Olympia, London. Key collaborations included activity with Time Out, sponsorship of Westminster Kingsway Catering College and engagement with hospitality platform Countertalk, helping to connect with both industry professionals and consumers in a meaningful and hands-on way.

One of the campaign’s core focus areas was to support UK trade sectors in better understanding and communicating the value of Parmigiano Reggiano, from its Protected Designation of Origin (PDO) status to its traditional production methods and premium positioning. Through targeted media engagement, events and educational activity, the campaign equipped retailers, wholesalers and foodservice operators with the tools to drive visibility, differentiation and sales within the category.

Alongside this, consumer-facing activity worked to build demand and reinforce Parmigiano Reggiano PDO’s quality credentials, creating a strong foundation for trade partners to capitalise on increased interest in-store and on menus. The campaign contributed to the increase in exports to the UK, a key growth market which, according to new figures released by the consortium, rose by 7.8% in 2025, with a total of over 8,400 tonnes of Parmigiano Reggiano exported. 

President of the Parmigiano Reggiano Consortium, Nicola Bertinelli, said, “This campaign has played a key role in strengthening Parmigiano Reggiano PDO’s position in the UK market. By working closely with both trade and consumer audiences, we have been able to highlight the product’s unique qualities and support our partners in communicating its value more effectively.”

Throughout the campaign, messaging consistently educated audiences on the craftsmanship and heritage behind Parmigiano Reggiano PDO’s production, which remains unchanged for almost 1,000 years. Today, production continues to grow, reaching over 4.19 million wheels in 2025 (+2.7% versus 2024), with almost 300 dairies that produces Parmigiano Reggiano PDO, all maintaining traditional methods. Parmigiano Reggiano PDO is increasingly international, with exports now accounting for over 50% of total sales (50.5%), with total consumer turnover reaching €3.96 billion, reflecting continued global demand for premium, authentic products.

The campaign has successfully helped to strengthen Parmigiano Reggiano PDO’s visibility within the UK market, supporting both category growth and trade engagement, and reinforcing its position as a benchmark for quality within the cheese category.