Upcoming Hollywood film ‘Burnt’ will feature Arla product placement

Danish dairy brand’s Castello cheese will be integrated into gastronomy movie

The Danish dairy giant Arla has confirmed its Castello line of cheeses will be featured in the upcoming film ‘Burnt’ starring Bradley Cooper and Sienna Miller.

Arla signed a deal with the production company The Weinstein Company earlier this year to have its products featured in the film, which tells the story of a two-star Michelin chef, played by Cooper, going after the elusive third star.

Documented effect
Francesco Leone, a vice president at Arla responsible for the Castello line, said the company’s goal with its Hollywood adventure is to boost sales, especially in the US, the UK, Australia and Scandinavia.

“It’s always something quite special about getting your first role in a Hollywood film. Castello is already a growing global specialist cheese brand, but the role in ‘Burnt’ could be something of an international breakthrough, and we know that getting your brand associated with a film of this size has a documented effect on sales,” he said.

“It’s part of our biggest campaign promotion to date and it’s our goal to make Castello the world’s leading brand of specialist cheese.”

‘Burnt’ premieres in the US on October 23.