Barilla
Helping people around the world cook their pasta exactly right.
Barilla
Helping people around the world cook their pasta exactly right.
Introduction
Introduction
Barilla needed to increase sales but more importantly, brand love. The solution came from an insight, people outside of Italy usually cook pasta wrong (or at least by Italian standards)
Year
Year
2022
2022
Duration
Duration
Ongoing
Ongoing
Client
Client
Barilla
Barilla
Categories
Categories
Digital & Web
Challenges
Challenges
For the global consumer, pasta is pasta. Other than shapes, they're all the same.
We wanted to put Barilla above product level and sell an experience.
Because cooking is an experience. It's sensorial, it's a moment to connect with yourself and others. We focused on behaviour, human insights and above all entertainment value. We gave them an excuse to cook and to do it with Barilla.
For the global consumer, pasta is pasta. Other than shapes, they're all the same.
We wanted to put Barilla above product level and sell an experience.
Because cooking is an experience. It's sensorial, it's a moment to connect with yourself and others. We focused on behaviour, human insights and above all entertainment value. We gave them an excuse to cook and to do it with Barilla.
Results
Results
The Playlist Timer campaign aimed to highlight cooking as an art form and as entertainment.
Barilla integrated the playlists to work with several home voice assistants, including Apple’s Siri, Amazon Alexa and Google Home, to make starting the timer even easier while prepping food.
Using Spotify’s algorithm, the targeted audio ads changed depending on the genre of music being played. As a result, a user who likes indie music would be served an ad for the Moody Day Linguine playlist, which contained instructions on how to activate the timer using their home smart speaker. The campaign was also advertised on Instagram within the Stories section of the app.
The Playlist Timer campaign aimed to highlight cooking as an art form and as entertainment.
Barilla integrated the playlists to work with several home voice assistants, including Apple’s Siri, Amazon Alexa and Google Home, to make starting the timer even easier while prepping food.
Using Spotify’s algorithm, the targeted audio ads changed depending on the genre of music being played. As a result, a user who likes indie music would be served an ad for the Moody Day Linguine playlist, which contained instructions on how to activate the timer using their home smart speaker. The campaign was also advertised on Instagram within the Stories section of the app.
The Playlist Timer campaign aimed to highlight cooking as an art form and as entertainment.
Barilla integrated the playlists to work with several home voice assistants, including Apple’s Siri, Amazon Alexa and Google Home, to make starting the timer even easier while prepping food.
Using Spotify’s algorithm, the targeted audio ads changed depending on the genre of music being played. As a result, a user who likes indie music would be served an ad for the Moody Day Linguine playlist, which contained instructions on how to activate the timer using their home smart speaker. The campaign was also advertised on Instagram within the Stories section of the app.
