Scegli La Dolcezza
Barilla
Agency: We Are Social
2019
The Brief
I worked on Barilla when the brand was suffering a strong hate on social media. The company was attacked for not using Italian ingredients and not caring about quality. The task: to support the re-launch of the Barilla sauces line and covey the product features.
Idea
I focused on a key feature of the sauce: as it’s made with Italian datteri tomatoes, the Salsa Datterini is naturally sweet.
I juxtaposed the Salsa’s sweetness with the bitterness of online interactions to create Barilla’ sweetest social campaign ever. A campaign that doesn’t just communicated the sweetness of its sauce, but turned it into a call to action for users: #scegliladolcezza aka “choose to be sweet”.
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 that compared the product’s sweetness to the acidity of the Barilla social community. The video ends with a call to action to viewers.
The video kicked-off a social campaign aimed at showcasing how food can be an expression of love: a series of photos and mini-videos portray scenes of people cooking together, coming back home from school or work and finding a comforting plate of pasta, preparing something good for a loved one… or even for ourselves.
At the same time, the brand’s community management got the sweet edit: we used a new tone of voice, enhanced by the use of custom GIFs and stickers. The same assets were also turned into an Anti-Hate Kit that Barilla shared with its partner influencers to spread sweetness even further.
