An Italian Rooftop Surprise: Federer + Barilla = Aces

Two “stunt” posts in a row? This IS a crazy world.

Today, we cast the spotlight on Barilla and its corporate spokesperson, Roger Federer.

What does a pasta brand do during a pandemic? What’s more an Italian pasta brand?

Well, good marketing principles still apply. You tap into culture. Utilize your assets. Don’t over-reach. Arouse emotion. Keep the branding subtle.

Barilla did just that.

Here’s the scoop. Remember those two Italian teenage girls who warmed the world’s hearts as they rallied across their rooftops at the height of the virus’s devastation in Italy? Well, a few months later, as the extreme restrictions on social distancing ease and human beings attempt to return towards elements of normalcy, we meet Carol and Vittoria again. Only this time, it’s compliments of Barilla and featuring a very special tennis guest:

It’s a tried-and-true formula, but this one is a down-the-line winner. Federer is approachable, humble and endearingly shy. His combination, with the two girls, makes the video. The final scene sitting around the table for a pasta lunch is only semi-awkward, although I can’t argue the message that pasta brings people together. I also loved the gifting of the Nadal tennis camp experience at the end of #TheRooftopMatch.

Overall, the video and related effort is a smart way to keep Barilla top-of-mind as consumers continue to stockpile pantry staples and embrace at-home cooking, family meals and comfort foods. The brand checks the boxes with an accompanying “behind-the-scenes” compilation which has some light moments (and, to me, is a “why not” if you’re going to shoot this whole thing). If you have Roger Federer as your guy, you almost have to do this. The great ideas often seem obvious, which is why it’s frustrating they’re so rarely executed.

Advantage: Barilla.