Barilla is on air with the new global Pesto campaign, signed by Publicis Italia, with which the brand consolidates the strategic and creative positioning launched in 2021. The new Global Product Campaign, on air in 20 countries, continues to focus on relationships, marking a continuum with the emotional and communicative path summarised in the iconic payoff: ‘Barilla. A Sign of Love’.

The new commercial celebrates Pesto as ‘the taste everyone loves’ through stories of sharing and caring, in which opposing personalities overcome their differences when Pesto Barilla is served on the table. 

Because of its creaminess, tasty flavour and top-quality ingredients, Pesto is a gesture of thoughtfulness and attention to each guest, but also a sign of love for our planet, because it includes, among its ingredients, basil from sustainable agriculture and processed with a delicate method, synonymous with attention, care and skill.

The campaign came to life thanks to the vision of Abbie Stephens, a young, internationally renowned director known for her powerful and visually stunning direction. 

To emphasise the emotional impact of the film and underline its warm and welcoming atmosphere, the soundtrack ‘Che cos'è l'amor’ by Vinicio Capossela was chosen, precisely because of its passionate, classic yet surprising Italian vibes, which enhance the carefree and thoughtful soul of Pesto Barilla.

This historic turning point for the brand globally, which recognises Pesto Barilla as a true icon of Italian taste around the world, comes to life in a multi-platform communication, involving all touchpoints (digital, social, out-of-home, retail).