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The Parmigiano Reggiano Consortium has unveiled its new campaign that hopes to educate American audiences with the help of celebrity chef David Rocco.
Made together with award-winning independent agency L&C, the organization and Rocco's efforts hope to teach the audience the proper spelling and pronunciation of Parmigiano Reggiano.
Not only that, they seek to encourage the use of the full and correct terminology of the product.
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A short spot shows the chef holding a Pronunciation Challenge and interviewing passers-by to pronounce the cheese on camera.
Online, the organization has launched a special #SayParmigianoReggiano contest, inviting users to film themselves saying "Parmigiano Reggiano" for a chance to win a full wheel of cheese.
The campaign was born out of the need to make this distinction between Parmigiano Reggiano and other commercial Italian-sounding cheeses, with many still referring to the real deal as "parm."
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By bridging the educational gap in the market through an incentive, the effort hopes to restore the value of high-quality cheese and not have it be mistaken for mass-produced cheeses.
Educating audiences on the correct terminology not only lets them know the difference between authentic and commercial products but also preserves cultural heritage and honors the Italian Parmigiano Reggiano producers who have been making this cheese for decades.
Beyond brand identity, the initiative reinforces important distinctions needed to be made in the cheese market, uplifting the makers of such a beloved Italian staple.
Say, 'Cheese!'
The short spot posted on Parmigiano Reggiano USA and Rocco's Instagram starts off with the chef interviewing people in the streets and challenging them to channel an Italian accent and say the name of the cheese correctly.
Whoever gets to do it will win a full cheese wheel of Parmigiano Reggiano.
One believes it's pronounced "Parmigian Reggiano," while another questions if it's simply "Parmesan."
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One by one, Rocco corrects their pronunciations, inviting them to say it like an Italian in front of the camera complete with hand gestures and a thick accent.
Eventually, a woman is able to say it correctly without the celebrity chef's help, bringing home an entire wheel of cheese with her.
"There are many ways to pronounce it. But there's only one Parmigiano Reggiano," Rocco says, as the spot ends.
Interacting with real customers is a great way for brands to increase awareness and build loyalty. Recently, Pepsi went undercover at Coca-Cola partner restaurants to prove its soda is perfect with any burger.
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