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Barilla

Virtual engagement in the age of Covid

Italian food has always been about bringing people together. And when Lockdown shelved Barilla’s plans for a summer of experiential, Italy’s number one pasta brand needed a new activation campaign aligning closely with the needs of its consumers.

But with new routines, new emotions, and new ways of interacting and shopping, consumers themselves had changed. Our campaign both responded to these immediate changes and supported the long-term positioning of the brand.

With the help of Gennaro Contaldo and the Chiappa sisters, Barilla invited the nation to 'Virtually Perfect' - a big pasta cookalong, helping reconnect families and friends around the dinner table, digitally.

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The event, advertised through paid media on Facebook and Mumsnet, generated over 600,000 total engagements.

A relevant and engaging response to unprecedented circumstances, 'Virtually Perfect' drove brand awareness, demonstrated Barilla’s values, and set the brand apart from competitors.


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