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Case overview
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Behind the scenes of culinary excellence
Barilla for Professionals - product launch campaign
Delivering
on every sense
Request
Owning a unique space in the premium bronze-die pasta category
Barilla Al Bronzo entered the premium B2B pasta category as a late entrant, in a market already saturated with broze-die and ingredient quality claims.
The challenge was to carve out a distinctive space that Barilla could credibily own.
The objective: position al Bronzo as the ultimate choice for professional chefs.
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True north
Premium lies in the sensory experience
We repositioned Barilla Al Bronzo beyond product specifications by building the narrative around what it enables in the kitchen and at the table. For chefs, it’s about consistency, confidence, and creative freedom. For their guests, it’s about a rich sensory experience.
Barilla Al Bronzo is the partner that empowers chefs to create dishes that not only impress, but resonate. This is how Al Bronzo enters and redefines the premium pasta space.
Elevate every plate. Engage every sense.
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Ideation
Elevating every plate, every time
Built around its distinctive micro-engraved surface, made to capture sauce, the campaign highlights what Al Bronzo enables for chefs.
To bring this to life, we appointed two chef ambassadors and followed them in their kitchens as they created their signature dishes. Through their process, we show how Barilla Al Bronzo captures sauce, delivers a bold bite, and builds a richer sensory experience that elevates every plate, every time.
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Creation
A dish that speaks to every sense and leaves its mark
We developed a full premium B2B campaign platform spanning photography, film, and animation.
Chef ambassadors Lorenzo Sacchi and Daniele Repetti were captured in both motion and still imagery to document the rhythm of culinary excellence.
Their signature dishes became the foundation of the key visuals, translating the micro-engraved sauce grip into into a sensory story of sauce grip, bold bite, and plating precision.
The campaign is rolled out across print materials, trade assets, launch boxes, POS, landing page design, booth guidelines, and brand ambassador guidelines, ensuring a cohesive premium presence across all touchpoints.
Deliverables
Concept development
Photography
Videos and animations
Key visuals
Print materials
Social strategy & digital assets
Landing page design
Booth design guidelines
Brand ambassadors guidelines
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Activation
From inspiration to hands-on testing
The campaign was activated across trade magazines, social platforms, a dedicated landing page, and key industry events through Al Bronzo booth. Ambassador content played a central role, with chefs sharing insights on performance and the distinctive sauce grip.
Sampling initiatives invited professionals to order the Al Bronzo Signature Kit and experience the pasta in their own kitchens putting sauce capture, texture, and plating performance to the test.
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Our imagination at work
By grounding the campaign in real chefs and real signature dishes, we turned a technical product benefit into a living sensory story — one that professionals can see, feel and trust.
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“We moved beyond product claims and showed performance through real chefs, real kitchens and real plates.”