To launch their new super premium sauce brand, Italian pasta-brand Barilla tasked us with developing a creative paid campaign that would reignite consumer excitement around red sauces, in a distinctly modern way that would distinguish us from competitors.
Barilla has an ownable legacy of delicious Italian food, beloved heritage, and commitment to the highest quality ingredients. But, consumer ambivalence towards pasta and the introduction of more and more health-focused food trends has resulted in category over-saturation and increased competition.
With this in mind, we needed to create a campaign that would differentiate us from the other brands in the space and help us stand out in the sea-of-same content on social.
Less Nonna more MOMA
While our competitors have chosen to lean into rustic Italian stereotypes in their creative and messaging, we tapped into the interests of Barilla’s “super premium” target audience – art, health and wellness – to create a visual concept that showcased the purity of Vero Gusto’s ingredients through a unique artistic expression.
Finding Beauty in the Balance.
Our idea? Given the right balance, even the simplest of components can be crafted into masterpieces.
We produced a shoot where we artfully balanced each ingredient with a delicate touch, just the way Barilla does in their recipes, hero-ing the brand’s unique Italian ingredients to show off their natural beauty, and bringing fine Italian taste to life visually through video, cinemagraphs and stills. The assets were created specifically for Barilla’s paid social campaign, but were also amplified across organic social, programmatic, print, and on the brand’s new Vero Gusto website.
Turns out when you create something inspired and unexpected, people respond. In this case, they responded with clicks. Lots and lots of clicks. (Our KPI was CTR.)
Our Barilla campaign…
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