Ragù-Porn: il piacere a tavola
Barilla
Agency: We Are Social
2019
The Brief
To support the re-launch of the Barilla ragù line, the team was asked to showcase the product features and specifically highlight taste.
The goal was to change the perception that a ready-to-use ragù is a poor quality option.
Idea
The idea is as simple as effective: in a moment in which food social storytelling is centered around the concept of food-porn, we re-introduce the Barilla ragù as the ultimate food-porn recipe.
Content Strategy
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Copywriting
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Community Management
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Content Strategy 〰️ Copywriting 〰️ Community Management 〰️
Execution
The concept was introduced through a hero video with a visual treatment highlighting the ragù-porn essence of the product. Through warm tones, macro shots and an old-school romantic soundtrack,
Barilla Ragù was presented as something extremely sexy, tantalizing, mouth-watering.
The video kicked-off a social campaign aimed at exploring the Ragù-porn concept through a series
of warm, filling, comfort recipes.
