When masters of pasta Barilla collaborated with Puck Bechamel, the two giants had one ambitious yet simple goal: offering consumers the chance to cook the perfect pasta bechamel every single time by joining the forces of their two products.
Beyond the mere announcement of this collaboration, our aim was to reach our target audience on all the brands’ touchpoints, providing them with engaging & educational content that will get them to create the right balanced recipes and bring out the best of our 2 premium products.
We crafted a well-rounded offline communication campaign that ensured maximum visibility for the promo in supermarkets, using visually appealing POSM, such as educational gondolas and standalones.
Our in-house production team set up a full cooking day photoshoot, handling photography, food styling, and art direction to generate the promo’s appetizing pictures, that were then featured in a recipe booklet included in the promo box. The packaging was designed to include a see-through window, offering clear visibility of the hero products and the whole in-store experience was thought through to encourage trial.
The campaign visuals were also adapted to digital and social media assets, such as digital banners for Google AdWords and Barilla’s website, as well as banners for key local delivery aggregators and online supermarkets.
The campaign exceeded all expectations in terms of achieved sales targets and consumer engagement. Users were delighted by our suggested recipes and showed their enthusiasm on the brands’ social media platforms.
The promo got out of stock both online and offline in less than a month. But most importantly, our educational campaign succeeded in living up to its promise and ensured that Barilla and Puck consumers always savor the perfect bechamel pasta, every single time!