Barilla
Masters of pasta
20 Grand Slams, 95 titles, 0 minutes cooking.
After years of steady sales decline, Barilla needed help to rediscover how they
should show up in modern times.
We were tasked with building the brand a new global platform and the G.O.A.T.
Roger Federer had to be involved somehow. After some research we found out
Roger doesn’t know a pot from a pan. He’d literally never cooked. So to launch
his new role as Barilla’s brand ambassador, we set out to show that with the
right ingredients even a beginner, like Roger, can master pasta.
We also reinvented the food they portrayed and how they shot it - before 72
they’d just made extravagant food porn that lacked feeling. But because every
Italian is a passionate food expert we wanted to shoot footage of simple dishes
that flowed between mouth watering shots and the real passion and emotion of
cooking. This gave us a unique visual space that we called “emotional premium”.
The campaign exploded in Italy and then globally with 150 million + views.
Barilla quickly reclaimed their crown as the biggest pasta brand in the world.
After years of steady sales decline, Barilla needed help to rediscover how they
should show up in modern times.
We were tasked with building the brand a new global platform and the G.O.A.T.
Roger Federer had to be involved somehow. After some research we found out
Roger doesn’t know a pot from a pan. He’d literally never cooked. So to launch
his new role as Barilla’s brand ambassador, we set out to show that with the
right ingredients even a beginner, like Roger, can master pasta.
We also reinvented the food they portrayed and how they shot it - before 72
they’d just made extravagant food porn that lacked feeling. But because every
Italian is a passionate food expert we wanted to shoot footage of simple dishes
that flowed between mouth watering shots and the real passion and emotion of
cooking. This gave us a unique visual space that we called “emotional premium”.
The campaign exploded in Italy and then globally with 150 million + views.
Barilla quickly reclaimed their crown as the biggest pasta brand in the world.
Campaign Launch Film
Times Square campaign launch
OOH
The Platform
Our platform and new style of food became a global toolkit that local markets could pick up and replicate easily.
This lead to tonnes of exciting projects - restaurants at the Australian Open, The Masters of Pasta World Championships,
virtual cooking alongs, tacticals for Roger and Mikaela Shiffrin, instore activations, social and the Academia Barilla.
Agency - 72andSunny
Creative Director - Benny Everitt
Creative Director - Benn Sutton
Creative - Wendy Richardson
ECD - Carlo Callavone
Director - Mark Hoffman
Photographer - Carlos Serrao