Barilla
IT ALL STARTED WHEN..
Our client wanted to launch a brand campaign.
Nothing was getting through testing.
The park can’t be finished without donor support.
One day I asked, “Why are we trying to solve a category problem with a branded campaign?”
The room fell silent.
We knew no tagline and 30-second food porn would cure over ten years of category declines.
Passion for Pasta was born.
THE SOLUTION
The project required a long timeline. It included lifestyle influencers, advocacy work, science and nutrition research and a disciplined measurement plan. Our campaign needed to change the conversation around pasta and was designed to measure results.
