Barilla and Le Pub/Publicis Italy Celebrate the Premium Al Bronzo Pasta Range with a Modern Twist of a Disney Classic

Mar. 27, 2023

Barilla Al Bronzo is the ideal ingredient to impress diners and create a memorable meal, whatever the occasion. It’s made up of a custom blend of responsibly sourced, highest quality non-GMO semolina, expertly crafted using an innovative micro-engraved bronze die method in forming the dough. It also has a special rough and textured surface, which holds the sauce to the last delicious bite. 

Barilla’s most premium offering is perfectly cast in the brand’s modern take on Disney’s classic film, which coincides with the legendary studio’s 100th anniversary year. The recreation also features a cameo appearance from two Michelin-starred chef Davide Oldani, who serves the delicious platter of Barilla Al Bronzo to the star couple. With a  reinvented traditional method, Lavorazione Grezza, that ensures an unprecedented rough texture, and the touch of the Italian genius chef, everyday meals turn into an intense and premium pasta moment never experienced before.

The pasta brand has conducted a survey finding out that family, friends, and food are more important than ever in the current global climate, as 55% of people surveyed would like to spend more time with family and friends this year, and  29% would like to experience more quality moments with loved ones. This survey also shows that 49% of European  markets surveyed said they would feel an increase in happiness and togetherness if they were able to spend more time with family or friends. 

Ilaria Lodigiani VP global marketing, Barilla said:

"Now more than ever, it’s important we do our best to provide people with what they want to facilitate their lifestyle choices. Our research has shown that quality is a common theme for us all in 2023. The Al Bronzo range is about upgrading the quality of life while enabling consumers to find the same spark for adventure as the one captured in our re-imagining of the Lady and the Tramp. As a food brand, we want the energy being served in plates of our pasta to help elevate the dining experience and create memorable meals for everyone to enjoy." 

 

Bruno Bertelli, global CEO of Le Pub, global CCO of Publicis Worldwide and CCO of Publicis Groupe Italy said:

"Barilla Al Bronzo campaign gives pasta moments a new surprising intensity, this is why the re-creation of the Disney classic ‘Lady and the Tramp’ spaghetti scene is the perfect reflection of an unforgettable moment in life through food. For Barilla and Le Pub, it's very important to give an in-depth experience when cooking pasta as it brings more joyful moments in life when sharing with the loved ones. By reinventing pasta moments into intense experiences, Barilla and Le Pub are committed to giving true quality moments of life."