Created by Publicis, the campaign features the presence of the musician and actor, Lucas Lima, several actions on social media and a partnership with Pecorino
Barilla launched the “Absolute Carbonara” campaign to celebrate Carbonara Day, celebrated in April.
The play, created by Publicis, features musician and actor Lucas Lima, who set a goal of 2024 to learn how to prepare the recipe and, to achieve this, he will count on Bariila.
“The campaign was inspired by the ‘Absolute Cinema’ meme, which features a famous American film director with his arms raised. The image is used when something is so good that it leaves you speechless. From this insight, ‘Absolute Carbonara’ was born. highlighting that cooking is an art, and using Barilla products it is possible to create a true masterpiece of Italian cuisine”, explained Jairo Anderson, Creative Director at Publicis.
The action also includes a team of influencers who, like Lucas, will make the connection between their art and the original Carbonara recipe using Barilla pasta.
The brand also created a playlist on Spotify with the name of the campaign and with 19 minutes of cinema soundtracks — the minute is a reference to the Carbonara preparation time. Furthermore, Barilla entered into a partnership with the Pecorino restaurant and, until May 6th, customers will be able to try the dish.
“It’s nothing new that carbonara is increasingly gaining popularity among Brazilians. Keeping an eye on this movement, we teamed up with Pecorino, one of the main Mediterranean food chains in Brazil, to offer fans of the dish the unique sensation of tasting pasta of quality combined with the true flavor of an original carbonara. We have no doubt that this partnership will leave anyone passionate about Italian gastronomy speechless”, added Fabiana Araújo, marketing manager at Barilla.
The campaign will have media developments focused on the digital environment, on social platforms on Meta, YouTube, Spotify, Pinterest, TikTok, as well as broadcasting on DOOH.
