Case Study: Barilla drives brand awareness with Bray Leino’s virtual pasta cookalong

Barilla drives 600,000 engagements with Bray Leino

The customer, Barilla, faced the challenge of needing to cancel its planned summer experiential events due to the Covid-19 lockdown. Italy's leading pasta brand needed a new activation campaign that could align with the changed needs of its consumers and support its long-term positioning. The vendor, Bray Leino, developed a digital experiential strategy to address this.

Bray Leino's solution was to create the 'Virtually Perfect' campaign, a large-scale virtual pasta cookalong event hosted by well-known chefs. Advertised through paid media on Facebook and Mumsnet, the campaign successfully generated over 600,000 total engagements. This strategy allowed Barilla to drive brand awareness, demonstrate its values, and reconnect people digitally.

Barilla