BARILLA
Barilla Love
Launching a Valentine’s Day product in a sea of pink hearts and clichés isn’t easy. To help Barilla stand out, we created Barilla Love — a limited-edition heart-shaped pasta you couldn’t just buy anywhere. Instead, 45,000 pasta fans entered to win an exclusive pasta lover’s kit—featuring the heart-shaped pasta and other goodies—with one lucky winner snagging a dream trip to Italy. Backed by influencers, custom social content, and major media buzz, the campaign racked up an impressive 1.8 billion impressions. Not bad for a box of pasta.
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My role
Led ideation and concepting for campaign creative
Developed overall campaign look and feel
Designed mailer
Art directed photo shoot
Created social channel plan and assets
Creative Partner: Jenna Jones