Creative campaigns have also focused on sustainability and food inclusivity. Its “Open Recipes” platform launched in 2022 with 140 pasta recipes suitable for various diets, from vegan to gluten-free to Kosher. Elsewhere, “Passive Cooking” introduced an open-source device to help pasta lovers save energy by reducing up to 80% of CO2 emissions while cooking their favorite dish.
“We don’t want to just sell pasta; we want to keep making sure the work is relevant, using Italian traditions to showcase how little things can make a big difference,” Poletti said.
On the brand’s TikTok Ad Awards win, Ester Miozzo, global brand equity and communication director at Barilla, said: “There is an amazing idea at the heart of this project about reducing food waste, and we’re immensely proud to have delivered a meaningful message in an entertaining way with our campaign.”
“We activated TikTok first for the campaign because it gave us the opportunity to connect with people that we may not normally reach and, importantly, have fun with them—while landing an important message that in the end is about a ‘Sign of Love.’”
Lina Arnold, one of the awards jurors and chief executive of Joli Berlin, said the work set a new standard in digital advertising, “masterfully embodying the brand’s core values and traditions” while fitting seamlessly into people’s For You pages on TikTok.
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