Barilla - While The Water Boils
Barilla asked us to help them reconnect with a new generation of customer, define their brand, and in the process help reverse a 10-year decline in pasta consumption.
No small task. But we did it.
In this social and earned campaign, we reminded Millennials & Gen Z that the brand was built around and stands for pursuing one's passion—theirs for pasta, but also yours for whatever it is you're passionate about. With a big idea at heart, we developed a content series talking to people famous for chasing their passion as the key activation, and an earned-centric campaign built around it.
Perceptions changed. Barilla's sales went up. And, no joke, in the 6 months after the initial debut of the campaign, the category rebounded and began growing for the first time in over a decade.
For this project, I helped develop the strategy, came up with the big idea, the line, the web series concept, and lead the development & pre-/production/post of multiple seasons of the series as Creative Director, as well as the integrated program around it.