Barilla

Background

Barilla is an Italian family-owned food company. Established in 1877, it’s now an international Group present in more than 100 countries. and a world leader in the markets of pasta and ready–to–use sauces in continental Europe. Within the UK it's a challenger brand. Our primary audience is ABC1, less price-sensitive shoppers and that are more likely to pay for branded pasta. We conducted audience research and identified key audience segments to focus on (Mid-Life Independents & Families), with the aim to shift product preference among a defined audience.

The Challenge

Whilst Barilla is the pasta brand of choice in Italy, key competitors such as Nappolina and DeCecco own most of the UK branded pasta market share. Barilla is a challenger brand in the UK and is looking to increase its foothold in the UK and against it's competitors.

Objectives

Drive awareness of Barilla amongst supermarket shoppers and pasta lovers.

The Strategy

To help Barilla sell more of its products in Morrisons stores, we devised and launched an online campaign which targeted Morrisons shoppers with the use of TARGETR with an age overlay of 25+ on Facebook and Instagram. The campaign encouraged users to take part in a competition, which offered discounts on Barilla products and a family.

Ingredients on a marble kitchen worksurface including dry pasta, fresh basil and walnuts

Results

596k

Reached Morrisons shoppers

32%

Uplift in brand awareness (Independent IRI Brand Study)

47k

Competition entries

97%

Increase in Barilla product sales in Morrisons stores in May 2024 (Y.O.Y)

"We are delighted with what Bray Leino achieved on this proactive campaign. It's really delivered on the active sell - driving sales in-store whilst educating consumers on Barilla's delicious range of products. Although digital coupons remain fairly 'new news' in retail, the combination of smart creative thinking and innovative targeting meant we were able to authentically connect with today's shoppers, and effectively respond to a real business need."

Alberto Costella, Export Marketing & Sales Manager, Barilla Group.

paid social advertising

TARGETR

Digital Media

Insights

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