Barilla Love
Launching a product for Valentine's Day is tough—like scoring a date with Harry Styles: there's too much competition and it's damn near impossible to get noticed. So when Barilla asked us to promote their new limited-edition heart-shaped pasta, Barilla Love, we got strategic. We teamed up with top influencers and crafted stunning custom assets, driving consumers to a branded microsite for a chance to win a PR box and a dream trip to Italy.
Our strategy paid off, generating message-heavy coverage from top outlets like Good Morning America and Delish and leading to 45,000 consumer submissions and 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