Barilla Pasta Goes High End in Digital Campaign
Barilla and Isobar Moscow digital agency (part of Dentsu Aegis Network Russia) have presented a new ad campaign #Пастаэтоискусство (#Pastaisart). The brands’ goal was to extend away from the common visuals and widely used patterns in pasta advertising and draw the audience's attention to a familiar product through а non-standard communication.
Thus the campaign team decided to show Barilla pasta in an unusual perspective and made (or arranged/released) an atmospheric series of photos inspired by art and fashion.
Daria Likhovidova, marketing director Barilla (Russia & CIS): "When a brand talks about authentic Italian pasta, we most likely visualise a plate with delicious spaghetti. We decided to rethink this visual connotation and presented it in a completely new way. Thus, our ad concept is based on Barilla's rich heritage and its constant commitment to a perfect taste as well as look of our pasta. It’s not by chance that art and fashion have become the creative ground of the campaign emphasising the philosophy of the brand and its special approach to pasta making”.
The campaign with #Пастаэтоискусство (#Pastaisart) hashtag is a series of fashion photos in the spirit of iconic glossy shots. Each picture represents one of nine pasta recipes revealed through its own visual history, and the dish itself becomes a main character of the unique photo-story. Campaign shots were posted on the Barilla Instagram account. They attracted the attention of Instagram users as well as popular influencers and media. Famous bloggers and media also shared the campaign in their Instagram accounts.The campaign showed good results: total coverage was 5,454,208 people.
Anastasia Zaramenskaya, Isobar Moscow creative director: “We extended away from the classic ‘foodporn’ and introduced a kind of ‘foodfashion.’ Our campaign demonstrated that in a glossy story can be meaningful not only what a model wears but also what is in her plate."
Category: Food , Rice, Pasta and Noodles