CUSTOM CONTENT CAMPAIGN
Barilla Campaign
Lead Designer & Creative Project Manager • Winter 2019 - Spring 2022
Changing dialogue and attitudes around pasta through digital storytelling, recipes and social media.
Campaign Goals
Our goal was to build brand awareness among Live Naturally and Kroger Shoppers and position Barilla as an authentic Italian brand for pasta and Italian lifestyle. Myself and the content team educated readers on a variety of Barilla products, pastas, sauces, with engaging recipes and custom content. I emphasized Barilla as a go-to ingredient for a new audience of small households, male cooks and simple recipes.
Educating Readers on Barilla Products
Myself and the digital marketing team created a multi-channel promotional campaign featuring 36 custom built stories, how-to style recipe videos and 70+ recipes with Barilla products. We choose content centered around lifestyle, recipes and Italian history to resinate with readers and Barilla’s target audience. Utilizing brand partners such as Olympic Skier, Michaela Shiffrin and Barilla’s Chef Lorenzo Boni.
Each custom designed blog post featured lifestyle and food photography, recipes, fun facts and interactive elements to engage and inform readers.
An Interactive Experience
Interactive elements allow readers to engage with the content in a fun and unique way. I used a variety of interactive content such as quizzes, custom Spotify stations, and Buy Now product buttons allowing readers to shop a Barilla product directly through a Kroger retailer.
Build Your Own Pasta Dish was created to offer a more personalized recipe builder. Readers choose various pastas, sauces and toppings to create a unique recipe that they can try at home.
Social Media Promotion
All of the recipes and custom content were promoted across all Live Naturally social channels. I created social images linking to the content to share fun facts and tips in an easily digestible format.
Video content was included for trending recipes and shared to Instagram Reels and TikTok to reach a larger audience.
Custom Branded Videos
WI created a series of how-to videos featuring Barilla products. The videos linked to the recipes on our website and allowed readers to shop the recipe directly through Kroger pickup or ship to home.