BARILLA​ CULINARY ACADEMY​

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CHALLENGE

Our goal was to show Russian people how to cook true Italian pasta, which is different from the usual “Russian macaroni”. We wanted users to watch Barilla content to achieve better brand awareness.

APPROACH

That is why we decided to create a culinary academy with 4 interactive stages during which we checked user’s knowledge in cooking true Italian pasta. We organized a contest and raffled such prizes as sea cruises, dish sets and Barilla products sets.

RESULTS:

> 8 500​ contest participants
> 140 000 project reach​
> 5 000 000 announcement reach