Barilla launches ‘foodie’ campaign

Posted by Nicole Eckersley on 26th August 2010

Pasta giant Barilla has announced its largest integrated marketing campaign in Australia, ‘Share the Passion’.

The campaign consists of a $4.5 million above-the-line investment over the next twelve months, including TV and print advertising, a national on-pack consumer promotion, a national demonstration program, Casa Barilla cooking events, public relations and various trade and consumer activities.

The company will build on the success of its Casa Barilla Cooking School in Sydney, with masterclasses in Italian cooking to be held around Australia for 10,000 of Barilla’s customers. Entry for two people to the classes is obtained by purchasing two pasta packs and two sauces from Barilla.

The campaign features a new TV advertisement, ‘Il Sogno’ (The Dream), is set in Parma, Italy, and emphasises the power of mealtimes as an opportunity to bring families and friends closer together. The creative story and key messages will also reinforced in the major food magazines with full page advertorials, brand and strip ads over the next four months.

The message is to encourage consumers to “embrace delicious, simple Italian cuisine”, and Barilla seeks to further strengthen its local brand identity by appealing to ‘food lovers’ across Australia.

The campaign was launched this month by Mr Terry Ryan, Managing Director of Barilla Australia and New Zealand.

“Barilla has a proud reputation for representing Italian cuisine around the globe. As Italy’s number one pasta brand, we endeavour to communicate effectively the authenticity, passion and rich Italian
heritage of Barilla to the Australian market,” he said.

“Since the launch of Barilla into the Australian market in the late 90’s, we are embarking on the strongest, most creative and vigorous marketing campaign to date. Barilla is renowned internationally as the ambassador for Italian cuisine and seeks to attract more Australians to appreciate the subtle, delicate flavours and ‘al dente’ pasta, which Italian cuisine is famous for.

“We have a very passionate core group of loyal, devoted consumers who appreciate the quality of our pasta and sauces as the foundation for great Italian meals. We look to expand this loyal group, providing simple tips which have been contributed from generations of exceptional Italian culinary experiences,” he said.

Founded in Parma in 1877, as a small pasta and bread shop opened by Pietro Barilla, the brand has been guided by the entrepreneurial experience of a dedicated family which has been at the helm of the company for over 130 years. Today Barilla operates in more than 20 countries and exports products to over 130 countries.