Benny Everitt
Benny Everitt

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.

Campaign Launch Film

Times Square campaign launch


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