Campaign details
Advertiser: BarillaBrand: BarillaAgency: Edelman ChicagoCountry: United States
Situation Analysis
Pasta, a once-beloved pantry staple, was disappearing from people's plates. For nearly two decades, sales continued their downward spiral, despite global research showing that people love pasta.
But, thanks to fad diets and the mainstreaming of more exotic cuisines, pasta had lost cultural relevance. What started as the Atkins craze in the early 2000s has become the Paleo/Gluten-free craze of the current day. Consumers are barraged with misinformation surrounding the role grains and pasta play in a healthy diet. They're...