Food for Italians is part of the DNA and the attention to its tradition and authenticity is central in their everyday life. This is why today the choice of fresh and genuine food and the passion for cooking at home is still relevant in order to guarantee a quality and long and healthy life.

In this scenario Barilla, the famous brand leader of Pasta - the typical Italian food - would like to highlight the genuine value of their sauces for cooking Pasta that can support people in a healthy but also dynamic life. The agency developed the digital campaign GUARDATUSTESSO.IT (CHECKITYOURSELF.IT) to offer an unconventional and extraordinary experience throughout Barilla world unveiling the behind the scenes of the sauces thanks to an ad hoc digital platform

http://guardatustesso.barilla.it/, a special TV documentary on National Geographic and a digital storytellers group engaging in an exclusive factory visit.

The campaign, leveraging on digital and public relations, allowed Barilla to boost the reputation as a reliable and trusted company able to satisfy consumer needs thanks to innovative but healthy products and to be closer to food Lovers sharing the company world without secrets. The project also generated important business goals in terms of Barilla sauces market share growth (+6% of market).

We created a digital platform with a call-to-action in its name:

GUARDATUSTESSO.IT (CHECKITYOURSELF.IT), communicated through a tv commercial and a banner campaign. To help consumers see the production with their own eyes, we asked the help of two endorsers of transparency: Google Streetview and National Geographic. Google mapped the fields and the factory. so that on Streetview Italians could walk among basil and tomatoes and directly see how they are grown. National Geographic made a six-episode tv documentary that showed the whole production process. Some food bloggers, invited to visit the factory, have been testimonials of their live experience.

Over the first two weeks following the launch of the platform, the Streetview counted over 1.000.000 views and the platform about 700.000 pages visited. The sales results were amazingly good: during the launch of the campaign Barilla Sauces gained +6% of market share in a market that had been steady for years. Online, #guardatustesso was a trend-topic on the launching week. Food bloggers and online magazines talked about the initiative because at that time, Barilla was the first company in Europe to open its doors to public.