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Barilla Case Study
1. 1
Barilla
Objectives:
• Conceptualize, develop and create celebrity cookbook to raise awareness for the Barilla brand
• Strengthen perception of Barilla as a company focused on healthy eating and good will
• Market the branded cookbook content, positioning Barilla on a multi-media platform
Strategies:
• Enlist the involvement of 10 Hollywood stars with an affinity for pasta (including Ashley Judd, Harrison Ford, Tony Danza and more)
• Include the favorite pasta dishes of these celebs
• Partner with famous chefs, Mario Batali and Giada De Laurentiis to create authentic Italian versions of these recipes that can be prepared easily.
• Secure Kristin Davis as the media spokesperson for the cookbook
• Align with America’s Second Harvest – The Nation’s Food Bank Network to tie in a charitable component
• Make the cookbook available for free during the month of February. With each download, a $1 donation will be made to America’s Second Harvest
• Package the cookbook content, providing consumers with an opportunity to connect with their favorite celebrities while in the kitchen
• Seamlessly integrate Barilla’s key messages into the unbranded website
Results:
• Orchestrated successful editor luncheon hosted by Mario Batali and Kristin Davis which attracted 27 editors from a variety of long-lead publications,
including: InStyle, Ladies Home Journal, Redbook, Bon Appetit, Family Circle, Good Housekeeping, Shape, Self, Parenting, etc.
• The Celebrity Pasta Lovers’ Cookbook will launch online on February 1st
at www.celebritypastalovers.com including branded cookbook content,
positioning Barilla on a multi-media platform.
• The campaign has been well-received by media. Coverage highlights to include:
• TV: “Good Morning America,” “The View,” “The Rachael Ray Show,” “Late Night with Conan O’Brien,” “Entertainment Tonight,” etc.
• PRINT: Family Circle, Parenting, InStyle, Men’s Fitness, New York Daily News, etc.
• Drafted talent contracts and consulted with Barilla to negotiate the partnership with spokespeople, Mario Batali, Kristin Davis and Giada De Laurentiis.