Barilla

The Data

The Product:

Barilla Pasta Sauce

The Problem:

Our research showed that consumers of Barilla pasta products were largely unaware of the companies many pasta sauce products. Additionally, when consumers were aware of the existence of the sauce products they experienced difficulty finding the product at stores in their area.

Methodology:

Ethnography Research -

The team and I conducted individual ethnography studies focusing on the consumers interaction with the product and their general reactions.

The main takeaway was the participants lack of knowledge that Barilla sold sauce at all. Despite most of them being frequent consumers of the pasta products.

Survey Data -

The team and I sent out a Qualtrics survey focused on consumer loyalty, preference, brand awareness and purchasing behaviors. We received over 129 responses to the survey, of these, only 7% chose Barilla as their preferred sauce brand.

The biggest takeaway was that consumers value taste and quality of the product over price. Majority of respondents were not brand loyal to any one brand of pasta sauce.

The Strategy

The Strategy:

Leverage Barilla’s pasta brand equity into the sauce category, using it as a springboard to show the product exists.

Target:

The target audience is 35-45 year old working single parents.

Big Idea:

Barilla Pasta Sauce Exists.

Tone:

Humorous/Optimistic. Chosen to allow this campaign to stand out amongst other pasta sauce campaigns.

The Plan

As apart of the capstone requirements the team and I created a 70 page plansbook including our research, strategy, creative brief and 7 separate campaign deliverables. The final plansbook can be accessed at the image to the right.