13 February 2024 – Barilla, an Italian multinational corporation producing semolina pasta and ready-made sauces, has selected the Connexia team to define its communication strategy, providing creative consulting and social media management services for the brand’s Pasta and Sauce products.

Objective: to strengthen the brand equity and establish it as a symbol of agrifood excellence around the world, highlighting the involvement of its communities of enthusiasts and admirers, developing creativity on an editorial level, and creating global content that also resonates with the Italian market.

Following an invitation to tender that yielded three possible options, Barilla decided to entrust Connexia with the creation of its new social media strategy. The main goals are to strengthen the brand’s digital identity, to embrace dynamic management, and to improve the performance of its social media channels in terms of engagement, especially Meta and YouTube. The Retex marketing and communication brand will be responsible for the design and production of engaging original content, tailored to strengthen relationships with brand enthusiasts and cooking lovers, who are constantly looking for new ideas and premium products, and who prioritise quality and practicality.

“We are satisfied with the outcome of the invitation to tender and certain that the collaboration will give rise to some interesting results,” explained Katia Desogus, Pasta Barilla Italia & Voiello Marketing Director. “With the support of Connexia, Barilla will continue to nurture its relationships with its consumers, highlighting the quality and excellence of our products through engaging and relevant content for the Italian market.”

“Our collaboration with Connexia began with the To-Go range last year, and has now expanded to include the Pasta line, one of the cornerstones of our brand,” noted Alessio Garbin, Digital Strategy Director for the Barilla Group. “This product needs an injection of energy and passion, which is why we have chosen this new approach. We are therefore planning to reduce the amount of content while increasing its quality, constantly striving to strengthen Barilla’s brand identity.”

“We are very excited to collaborate with Barilla, which is such a beloved company. This is an incredible opportunity to offer our own creative contribution, adding to the story and building awareness of the brand, which is already celebrated in Italy and around the world for its high-quality food products,” commented Massimiliano Trisolino, Connexia’s Managing Partner of Strategy & Creativity. “Our mission has always been to apply strategies and language that engage different audiences and describe the identity and unique qualities of each brand, drawing on Retex’s internal synergies and our ability to combine data analysis skills and technological innovation. We will work alongside Barilla to increase the online presence of the Pasta and Sauce products and to foster dialogue with communities of enthusiasts.“