Media agency: OMD
Italian food brand Barilla is launching its biggest ever marketing campaign in Australia to raise brand awareness.
The pasta and pasta sauce company will invest $4.5 million in its “Share the passion” above-the-line push.
Barilla aims to strengthen its local brand identity through the campaign, which will consist of TV and print advertising, on-pack consumer promotions, nationwide cooking demonstration activity, and PR, trade and consumer activities.
The TV spot, called “Il Sogno" which translates as The Dream, attempts to link the Italian heritage of the brand to modern day families.
As a part of the campaign, Barilla will host a cooking class program, taking place from August 2010 to March 2011 in all major cities. Consumers are encouraged to purchase Barilla products to claim one of 10,000 places at Casa Barilla, its in-house cooking school.
