Barilla stages nationwide experiential tour

Pasta brand Barilla has teamed up with creative agency Space to stage an experiential tour across the UK.

Barilla stages nationwide experiential tour
Barilla stages nationwide experiential tour

The tour kicked off on 16 November, and will run through until 22 November. It is visiting all major cities in the UK, including London, Birmingham and Manchester.

Space built a giant travelling trailer, which reflected the brand's blue packaging, to act as a host for the immersive event series. Guests receive recipe cards and money-off vouchers after each session, as well as having the chance to try a sample of the dishes created. There has also been a daily competition in each city offering four lucky people the chance to win a private cookery masterclass.

Irene Ippolito, brand manager at Barilla said: "Pasta is an ingredient that people think they already know enough about. But our research shows that they often use the wrong cooking techniques or defer to their tried and tested staples. In bringing the authority of Barilla to the UK, we knew we would be able to add confidence to that cooking, brought by the best ingredients, to add a little more adventure in the kitchen."

David Atkinson, managing partner at Space added: "The success of shows like Saturday Kitchen demonstrate that people love nothing better than to watch high quality being brought to life in front of them and being able to experiment with those recipes in their own homes. Space has got years of experience in bringing brands with provenance and authenticity to life for a UK audience, and especially Italian brands via our work with Birra Moretti. It’s been a great thrill to take Barilla to a wider audience around the UK."

In July, beer brand Birra Moretti staged its Italian-themed, experiential food and drink festival Moretti Gran Tour. In September, coffee brand Lavazza created an Italian fine dining experience. 

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