Barilla makes great pasta products. But the market leader wanted to get people talking about more than Italian food; they wanted to increase their brand visibility too. To do this, Barilla entrusted facts and fiction with staging the Casa Barilla roadshow in several German cities for the third time.
We prepared the roadshow just al dente and set off through Germany to highlight the variety and quality of Barilla's products.
Mi casa es su casa – the Casa Barilla is a brand world with 1,200 square meters of exhibition space and an inviting and capacious terrace to present the company's products and, in particular, the brand values. The broad range of events introduced visitors to the Italian way of life with cooking contests run by well-known TV chefs, cooking workshops, an exhibition on the history of the Barilla brand, and a fun programme for children.
Of course, the visitors were invited to enjoy a gastronomic experience for free or an optional donation to a local charity. With 51,000 visitors greeted, 45,000 dishes of pasta served, and €12,000 given in donations, Casa Barilla was a great success.