Barilla - Marketing Campaign

Anna Lázaro Luna - 1026754 Mar Arpón Eres - 1026720 María Teresa Luque Galán - 1026755 Lilian Daunis Simonetta - 1026725 Maria Moreira Feio - 1026781 Mathias Giering - 1026732 Gabriel Ramírez Pérez - 1026793 Guillermo Granero Sepúlveda - 1026737

OBJECTIVES OF THE BRIEF Dream: Become a global icon of italian taste!

Geo Scope: The big four: Italy, France, Germany, USA. Relevant KPI’S: Penetration (Main Job) Frequencies, Shelf-live, profitability, unit price.

Key Target: Millennials by creating WOM, good storytelling & third parties.

BARILLA DNA & POSITION Barilla is Italian - since 1877. The history of the company is the story of the Barilla family, leading the Group for four generations.

Extraordinary good start position as Market Leader.

Ingredient Branding possibilities with fresh basil, non-GMO wheats and the parmigiano reggiano D.O.P. are great.

Experience in production and promotion of Italian products world wide.

POSITION MAP Price

Quality

TARGET MILLENNIALS ➔ ➔ ➔ ➔ ➔ ➔

18-35 years old Women/Men Immersed in digital technology Likely to be on social networks Interested in food, cooking, restaurants…

From Italy, Germany, France and USA

OBJECTIVES OF THE CAMPAIGN

BE EXPONENTIAL Use third-parties to increase the penetration of pesto Barilla in Millennials

BE LOYAL

BE A DESTINATION

Make the pesto Barilla viral and promote the Word of Mouth through the Millenials

Place pesto Barilla as an emotional and psychological meaning product for Millenials

CLAIM

Pesto goes beyond the pasta and pizza world.

With this claim we mean that the Barilla pesto can be used how you want it. You do not have limits and you can let go your imagination and create different, creative and innovative recipes.

IDEA To transmit our idea, we create a place where pesto will be our main character and the reflection of the italian culture.

For this purpose we are going to develop a physical place where the flavour of the Italian culture will be represented and told by millennials to millennials... … because who better than ourselves to know ourselves?

STRATEGY To reach our target we thought about creating a Pesto world.

We are going to use social media (Instagram + YouTube+ Inuencers ) to attract and interact with out target (Millennials) Nowadays, consumers want to live experiences, so we are going to create a sensorial space so they can create unforgettable memories.

INSTAGRAM Create an Instagram account for the Barilla pesto with all the content of the campaign: -

recipes challenges images of the Pesto Home

Contact with 3 inuencers of each country: they must publish/propose a challenge of Barilla Pesto to their community.

Paid social ads on Instagram and Youtube to increase the reach and receive more interactions (views and engagement).

INFLUENCERS

CHALLENGES

AWARDS

Use pesto Barilla but not for food (Examples: beauty mask, hair mask, candles done with pesto).

Recreate the idea on a youtube video for Pesto Barilla channel in Pesto Home with the influencer who challenged you.

Recipes never imagined done with pesto Barilla (Example: salty pesto cheese cake).

Cook with a renowned chef/restaurant (as a collab) → recorded for Pesto Barilla youtube channel at Pesto Home

Create a complete menu inspired in the Genovese region with pesto Barilla but with a twist of innovation (Examples: carpaccio with parmesan and pesto, gnocchi with pesto and pear).

2 days trip in Genova : live the Pesto experience (just for european countries) + 1 winner/influencer (+1 invitation) -

Guided route: basil cultivation + sampling Dinner: typical genovese restaurant Surprise: taste the menu elaborated by themselves

YOUTUBE CHANNEL To share innovative recipes and a new vision of pesto in an entertaining way.

Inuencer of the week as the guest and a host.

Pesto Home: main city

PESTO HOME A space to create a sensitive experience for the consumer

A place to record Youtube videos for the Pesto Barilla channel A place to do cooking lessons with pesto as the main ingredient

CUSTOMER JOURNEY

TIMING

BUDGET

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Pesto Home: - Rent a place: 5.000€ - Create the space: 300.000€ Social nets: - Community managers: 1.500€/ month - Influencers: 500€ / challenge Trip: 500€ / winner

HOW WE COVER THE OBJECTIVES OF THE CAMPAIGN?

BE EXPONENTIAL Do collaborations with chefs, restaurants and foodie influencers.

BE LOYAL

BE A DESTINATION

Use the challenges as a technique to “promote” the Word of Mouth.

Pesto Barilla is not only a product, you can be part of live experiences at the Pesto Home and participating in the challenges.

Thank you!!