db case study

Discover Barilla

• The campaign was designed to take the US consumer on a culinary adventure from the view of an American traveling through Italy.

• Searching for secret ingredients, time-honored traditions and old family recipes, he keeps a detailed journal of his journey.

• Each entry details the beauty of the region, the cuisine and the discovery that Barilla pasta is always a key ingredient.

Campaign led to highest sales in category and all time high awareness.

Discover Barilla Print Travel Journal

Cinque Terre AmalfiParma

UmbriaTuscanyParma Tortellini

Discover Barilla Print Travel Journal

DiscoverBarilla.comTravel JournalCampaign

extendedinto a microsite• Interactive

scrapbook featuring stories from the road, beautiful photography and authentic Italian recipes.

Homepage

DiscoverBarilla.com Postcards

Postcards Homepage

Users could send real postcards to friends and family as if they were traveling though Italy

DiscoverBarilla.com Postcards

Fronts

Custom Stamp

Back of Postcard

Personality Quiz

Banner Ads (Flash/Rich media)

Users could take a quiz to find out which region their

personality fit best and then share with friends.

Landing Page

Send to a Friend

Facebook Extension

Facebook User Homepage

Facebook Quiz Homepage

Facebook Profile Page

Piccolini TV, “Surprise”

The story opens on a young Italian girl and her mother as they stroll through Cortona’s piazza, landing at a quaint café where they stop for a bite to eat.

The head chef at the restaurant exchanges eye contact with the mother and then notices the young girl. He decides to prepare a plate of miniature farfalle pasta just for them.

The little girl is delighted to receive the dish and as she embraces the chef and exclaims “Papa! Ciao!”, the audience is surprised to realize he is actually her father.