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Barilla and Publicis Italy / Le Pub Present an Innovative Twist to the Food World for Carbonara Day


Open Carbonara and Open Recipes campaign turns traditional pasta into dishes that more people can enjoy

Barilla and Publicis Italy / Le Pub Present an Innovative Twist to the Food World for Carbonara Day

The world is becoming more multi-faceted and multi-cultural, so it seems only natural for food to do so as well. That’s why Barilla, in collaboration with Publicis Italy / Le Pub, is heating up the pasta world making traditional pasta recipes more inclusive. The joint ambition of this effort is for everyone to have a seat at the table and enjoy the genius of Italian food.

It’s no secret that food has the power to strengthen relationships through positive connections and shared experiences. Today, however, food has become a cause of exclusion for many people around the world, due to health conditions, culture, or personal choices. With new research showing that more than half of global respondents (57%) said that they have to deal with a food intolerance or special dietary requirements, Barilla is celebrating this year’s Carbonara Day by launching 'Open Carbonara': a new recipe inspired by the original but reinterpreted as a sign of love for moments to be experienced together.

The Italian premium pasta brand is now proposing this new version of Carbonara, the most searched Italian classic on the web, as research finds that more than a third of people surveyed (36%) claimed to feel closer to dining guests when sharing the same dish.

However, nearly half of 2000 participants (47%) admitted that they don’t invite friends or family over for a meal because they don’t feel able to cater for different dietary needs. This is why Barilla has delved deep into its Italian roots and called in a team of food experts to create an Open Carbonara recipe. Led by Michelin-starred chef Marco Martini, already known for his innovative take on traditional Roman cuisine, a team of six renowned chefs from different culinary traditions and backgrounds (specializing in Halal, Kosher, lactosefree and vegan cuisine) put their heads together to create the new rendition of the Italian classic.

Marco Martini, Michelin Star chef, says: “Pasta is a meal known for being accessible: it’s easy to buy and cook. Taking on the challenge to make a beloved recipe open to others who have food allergies and intolerances and moving away from the conscious choice not to eat meat, was a great exercise as a chef. It’s really inspiring to have been able to take inclusivity, a cause I am passionate about, and apply it to improve something people can enjoy every day. I hope that this will help pasta lovers realise that with some tweaking, they can enjoy amazing new recipes too.”

The Open Carbonara recipe was carefully curated to preserve the integrity, texture, and flavour of the traditional one. The research led by Barilla reveals that 40% of respondents stated they would be more likely to cook for friends if they could serve one dish for everyone rather than a few different ones, and almost half of those surveyed (47%) said that they feel more relaxed when cooking one meal that will cater to everyone.

To launch the new recipe and raise awareness of the need for greater food inclusion, Barilla and Publicis Italy / Le Pub created a docufilm directed by Simone Godano, featuring the entire team of chefs telling the true story of how the Open Carbonara project was born. It all started in a school canteen, where Martini’s daughter discovered that not all children could eat the food that was being served. That’s where the idea of an allembracing Carbonara came from. In fact, nowadays, schools are one of the most common places for people from different cultures to meet and therefore also the right environment to learn what openness really means.

Ilaria Lodigiani, chief marketing officer Barilla, said: “At Barilla, we care about making the world a more inclusive place. Naturally, as a pasta brand, leaning into food’s ability to bring people together was our first instinct. Our belief that food is a bridge that connects people from all walks of life is as strong as ever. Having had such an exceptional team of chefs from diverse cultural backgrounds craft this Open Carbonara recipe, we’re excited to continue promoting food inclusivity.”

Open Carbonara is not a stand-alone campaign, but a broader project that leads to the Open Recipes platform (available on, a new always-on tool capable of translating traditional pasta recipes into new dishes that bridge people close to each other. By simply accessing the platform, consumers can easily select their favourite pasta recipe and specific dietary requirements. The tool can generate either a customised open recipe or an alternative version of a traditional dish with these specific needs. Open Recipes is an evolving platform that will be constantly updated with new pasta creations submitted by users and tested by Academia Barilla chefs. At launch, many recipes will be available on the platform: traditional dishes selected by monitoring user searches and online conversations, as well as intercultural and dietary-sensitive alternatives for each of them. The perfect and innovative way to give everyone the chance to enjoy pasta and discover the amazement of Italian flavours.

Bruno Bertelli, global CEO of Le Pub, global CCO of Publicis Worldwide and CCO of Publicis Groupe Italy, said: “This ambitious project aims to reaffirm the true meaning of Italian genius and to promote the Open Recipes platform as a model for moving forward, interpreting, and adapting traditional pasta dishes to different needs and tastes. The platform, launched by Barilla and Publicis Italy / Le Pub, stands as a manifesto for cross-cultural connections that brings people together by harmonizing and blending their uniqueness around the iconic pieces of Italian culinary ingenuity. The campaign is also an inspiring and forward-thinking way to highlight Barilla’s commitment to enabling and promoting a global, open, and accessible approach to food.”


Agency / Creative
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Categories: Rice, Pasta and Noodles, Food

LePub, Thu, 06 Apr 2023 10:11:00 GMT