Italian leader in pasta production, Barilla decided to export the concept Mediterranean Diet and its values to NYC, by opening the first Barilla Restaurant in NY in 2013.

Their goal was to be positioned as the leader in fast casual dining and to build brand awareness that could then translate in foot traffic and online orders.

I worked with their agency team on the development of the brand positioning and the creation of their digital communication structure, from website to social media and digital PR.

The digital campaign was focused on positioning Barilla Restaurants as ambassadors of “Italian friendliness”, while promoting a sustainable food model, aka the Mediterranean diet.