Film presents the launch of the gluten-free penne and spaghetti brand
Barilla has launched its new campaign, “New Barilla Gluten-Free. Contains Barilla. Only gluten-free”, with the aim of providing consumers with the pleasure of tasting gluten-free pasta. To portray the impact on the daily lives of celiacs, the film created by Publicis Brasil and produced by Café Royal Filmes is an immersion into the lives of these people, in a 100% gluten-free setting and with a cast made up of celiacs. The chosen protagonist is artist Janine Mathias, who shares gluten-free recipes and places with her fans and followers. The scenes feature Janine’s real-life friends, who participate in this very restrictive eating routine on a daily basis.
“When we started to delve into this gluten-free universe, we discovered how people with celiac disease end up isolating themselves socially. This redefined our campaign, and made our conversation not just about flavor, texture and quality, but also about reunions,” explains Jairo Anderson, creative director of Publicis Brazil.
The launch features two products, penne and spaghetti, which were previously imported and are now produced in Brazil, and is in line with the brand’s purpose of demonstrating a commitment to diversity and food inclusion. “With this campaign, Barilla continues to deliver Italianness, authenticity and lots of flavor, without compromising the quality and tradition that represents it,” says Fabiana Araujo, marketing manager at Barilla Brazil.
The campaign is publicized on social media.
