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The world is becoming more multi-faceted and multi-cultural, so it seems only natural for food to do so as well. That’s why Barilla, in collaboration with Publicis Italy / Le Pub, is … read moreheating up the pasta world making traditional pasta recipes more inclusive. The joint ambition of this effort is for everyone to have a seat at the table and enjoy the genius of Italian food. It’s no secret that food has the power to strengthen relationships through positive connections and shared experiences. Today, however, food has become a cause of exclusion for many people around the world, due to health conditions, culture, or personal choices. With new research showing that more than half of global respondents (57%) said that they have to deal with a food intolerance or special dietary requirements, Barilla is celebrating this year’s Carbonara Day by launching 'Open Carbonara': a new recipe inspired by the original but reinterpreted as a sign of love for moments to be experienced together. The Italian premium pasta brand is now proposing this new version of Carbonara, the most searched Italian classic on the web, as research finds that more than a third of people surveyed (36%) claimed to feel closer to dining guests when sharing the same dish. The Open Carbonara recipe was carefully curated to preserve the integrity, texture, and flavour of the traditional one. The research led by Barilla reveals that 40% of respondents stated they would be more likely to cook for friends if they could serve one dish for everyone rather than a few different ones, and almost half of those surveyed (47%) said that they feel more relaxed when cooking one meal that will cater to everyone. To launch the new recipe and raise awareness of the need for greater food inclusion, Barilla and Publicis Italy / Le Pub created a docufilm directed by Simone Godano, featuring the entire team of chefs telling the true story of how the Open Carbonara project was born. It all started in a school canteen, where Martini’s daughter discovered that not all children could eat the food that was being served. That’s where the idea of an allembracing Carbonara came from. In fact, nowadays, schools are one of the most common places for people from different cultures to meet and therefore also the right environment to learn what openness really means.
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Head of Strategy Niccolò Rigo
Strategist Antonio Jorgaqi
Strategist Margherita Tuvo
Strategist Andrea Battista
Social Alberto Mura
Client Approval Simona Coletta
Client Approval Federica Papetti
Account Manager Roberta Di Ponzio
Account Executive Giovanni Spadola
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