CucinaBarilla, new e-commerce and communication project

We supported the brand in defining its new positioning and a new communication strategy.

We are Barilla's business partner for the innovative e-commerce project CucinaBarilla, with the aim of improving the current market proposal and making it more flexible.

We supported the brand in defining its new positioning and a new multi-channel communication strategy, from the definition and development of the concept to the creation of the new e-commerce and the implementation of the communication strategy.

We held a workshop with Barilla to define the brief, the personas and the key messages, and we conceived the concept "CucinaBarilla, taste becomes smart". This new positioning reflects the main feature of the service: with CucinaBarilla you can order kits of selected and pre-dosed ingredients for 2 people, and cook them easily in a pan or food processor.

An influencer marketing campaign, including an Instagram challenge with two food influencers, will also be a part of the communication strategy.