Campaign details
Brand: BarillaBrand owner: Barilla GroupEntrant company: Publicis Italy, MilanMarket: ItalySector: Convenience, readymadeMedia channels: Packaging & design, Radio & audio, Social media, Voice, chatbotsBudget: Up to 500k
Executive summary
Once an iconic brand, Barilla had lost its meaningfulness to consumers in recent years and was under the risk of going from top choice to mainstream commodity.
In 2021, as part of the effort to the new brand platform launch, Barilla wanted to create deeper emotional connections with consumers providing a useful and innovative service to turn...