Barilla - Mulino Bianco: ABBRACCI for Nurses

Mulino Bianco, a bakery, launched a campaign in Italy to stand by doctors and nurses and turn one of its best-selling biscuits, Abbracci, into a fundraiser.

Background

In March 2020, Italy was the second country in the world affected by COVID-19.

Italian doctors and nurses played a crucial role in managing the pandemic.

They risked their own lives to protect people. In those difficult days, they were recognized as "heroes".

Mulino Bianco - one of the most relevant brands of Barilla Group and leader in bakery products in Italy - wanted to stand by them by launching, in January 2021, a major solidarity initiative that involved millions of consumers.

For more than three months, Italians were forced to stay at home without being...

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