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Storm on social media for the Parmigiano Reggiano commercial

2021-12-02T18:31:12.373Z

The consortium's reply: "Sorry, we will change it" (ANSA) "In Parmigiano Reggiano there is only milk, salt and rennet. Nothing else. In the whey there are lactic bacteria. The only additive is Renatino, who has been working here every day since he was 18 years old. 365 days a week. year". And again: "Do you really work 365 days a year and are you happy?" a girl asks amazed and 'Renatino' replies: "Yes". Thirty seconds of commercials, directed by directo



"In Parmigiano Reggiano there is only milk, salt and rennet. Nothing else. In the whey there are lactic bacteria. The only additive is Renatino, who has been working here every day since he was 18 years old. 365 days a week. year". And again: "Do you really work 365 days a year and are you happy?" a girl asks amazed and 'Renatino' replies: "Yes".



Thirty seconds of commercials, directed by director

Paolo Genovese

, were enough to unleash a storm on social media, where many users accuse Parmigiano Reggiano of exploiting workers: working 365 days a year and being happy too. The protagonist of the commercial is 'Renatino' who is exalted for his dedication to work within the plants that produce Parmigiano Reggiano. The spot also appearsactor

Stefano Fresi

, who explains Renatino's work and introduces it to a group of young people who are entranced by 'Renatino's dedication to work.

VIDEO



Fresi, on Instagram, posted a long video message to reply, "to the amount of messages and insults" that arrived after the commercial was broadcast. "It is an advertisement, a work of fiction - says Fresi - and when 'Renatino', who is not called that in life, tells of being happy not to go to Paris and never to see the sea because he works 365 days at Parmigiano Reggiano is something the screenwriter needs to magnify the product ". So, asks Fresi, "why react in this way to a work of fiction? It can be said that it is ugly, that it is beautiful, but do not make it a class struggle, of politics, of labor law, of exploitation of workers, because it's not a documentary, it's a fiction, it's an advertisement that has to sell a product, that's all.I don't think workers have been harmed by making this commercial ", concludes the actor.     

"We are sorry if the desire to underline the passion of our cheesemakers was read with a different message, which we did not have the sensitivity to detect and which, thanks to the debate on the net, we collect with great respect. This is the reason that leads us. to slightly modify the planning of the campaign, being able to intervene on the fourth spot by making some changes that will accommodate what emerged ". This was stated by

Carlo Mangini

, communications, marketing and commercial development director of the Parmigiano Reggiano Consortium.

"We have followed with great attention all the debate that has fueled the topics of the network, with the same interest and respect with which we follow the contents expressed by the huge community that is expressed in it. Our product is inclusive, we manage a reputational heritage that it is thanks to those who have been producing it for almost a thousand years and we feel their enormous responsibility ", underlined Mangini.

"Every day, 365 days a year, we transform our milk into the most appreciated cheese in the world and we will continue to do it with ever greater sensitivity towards those who consume it around the world".

Source: ansa

All news articles on 2021-12-02

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