To redefine the Fondazione Barilla identity, from logo to communication strategy, in order to convey the complex, close relationship between food and planet to everyone, transforming scientific information into entertainment.
Thanks to a revamped website, video bites that combine dissemination and entertainment, cross-media planning and a book, the campaign conveys simple messages on virtuous behaviour that people can adopt daily to promote a better balance between people, food and the environment. Comedians, entertainers and food bloggers are just some of those chosen to disseminate scientific content, in order to effectively reach a broad audience.
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Increase in awareness in 12 months
Significant impact on the «Barilla» equity value for those reached by the Fondazione message.