Barilla relies on influencer storytelling for Valentine's Day
Barilla is accompanying the return of heart pasta to Switzerland with an emotional social media campaign. Three food influencers present personal stories about love, friendship and indulgence.
Just in time for Valentine's Day, Barilla is launching the heart pasta as a limited edition in selected Coop stores. The market launch will be accompanied by an influencer campaign that focuses on storytelling and community engagement. Three Swiss content creators are developing recipes with the special pasta and telling personal stories about interpersonal relationships.
For example, @anaundnina meets 80-year-old Nonna Anna for a cooking evening and talks to her about the secrets of fulfilling love. In a reel, @cookingwithjey recalls the situation in which she unexpectedly met her best friend. And @alinemade shows how eating together can strengthen a relationship. The campaign uses Instagram, TikTok and blog posts to spread the stories to the target group.
With this approach, Barilla is focusing on emotional brand loyalty. "Love and good food simply belong together," says Ronen Dimant, Managing Director of Barilla Switzerland. The campaign is intended to position the heart pasta not just as a product, but as part of shared moments of pleasure.
