Middlesbrough is my place of origin and I’m proud to be from there. As a town, we are known to be the founders of a dish, Chicken Parmesan. A ‘Parmo’, is made from a chicken breast, fried in breadcrumbs, with creamy béchamel sauce, and then grilled with a healthy amount of cheddar cheese.
I know from personal experience, that when I’ve tired Chicken Parmo’s from different parts of the UK, they’ve never been up to a Middlesbrough standard. Mmm' Parmo is about creating a connection to areas of the UK that are unaware of a Chicken Parmesan, and to educate people on how they can create one for themselves, understanding the fundamental method.
Mmm' Parmo is a platform of rating and reviewing Parmo, sharing the newest and best, allowing people to venture out to new locations from around the UK. The website and app works as a social media for Parmo lovers. Sharing their own images of Parmo discoveries, creating an awareness for safe locations for Chicken Parmo.
As a brand campaign and promotion, Mmm Parmo would do weekend events around major cities of the UK. To create a scene, Mmm Parmo would attract the attention of the public through stalls in the shape of the classic yellow Parmo box, referencing to takeaway boxes used in Middlesbrough. Each stall would inform people of what a Parmo consists of, and how they can taste one for themselves. When the public engage with the stall and find a new discovery, an app and website is there for them to find out more about Chicken Parmesan and how they can be lead on their own Parmo journey.
