Barilla & Le Pub: Open Carbonara and Open Recipes

As the world becomes more diverse and multicultural, it's important for food to reflect this evolution. Barilla, in partnership with Publicis Italy / Le Pub, is revolutionizing the pasta industry by making traditional pasta recipes more inclusive. Their shared goal is to ensure that everyone can enjoy the brilliance of Italian cuisine and have a seat at the table. Food has the ability to foster positive connections and create shared experiences that strengthen relationships. Unfortunately, food has become a source of exclusion for many individuals worldwide due to health conditions, cultural differences, or personal choices.

Research reveals that over half of global respondents (57%) struggle with food intolerance or special dietary requirements. In celebration of Carbonara Day, Barilla has launched "Open Carbonara," a new recipe inspired by the classic Carbonara but reinterpreted as a symbol of love for moments shared together. The premium Italian pasta brand is offering this new version of Carbonara, the most searched Italian classic on the web, as more than a third of people surveyed (36%) feel closer to their dining companions when sharing a meal. However, almost half of the 2000 participants (47%) admitted not inviting friends or family over for a meal due to their inability to cater to various dietary needs. Barilla and Publicis Italy / Le Pub are revolutionizing the food industry with their innovative projects, Open Carbonara and Open Recipes. These projects aim to make traditional pasta recipes more inclusive, aligning with the world's increasing diversity and multiculturalism.

The joint effort strives for everyone to enjoy the brilliance of Italian cuisine and have a place at the dinner table. We all know that food can bring people together through shared experiences, but unfortunately, it can also exclude individuals due to health conditions, culture, or personal dietary choices. Recent research shows that over half of global respondents (57%) have to deal with food intolerances or special dietary requirements. Barilla recognizes this and is celebrating this year's Carb with a mission to make delicious food accessible to all. A new version of Carbonara, a popular Italian classic, is now being offered by an Italian premium pasta brand. Research shows that 36% of people surveyed feel closer to their dining guests when sharing the same dish. However, 47% of the 2000 participants admitted to not inviting friends or family over for a meal due to difficulty in catering to different dietary needs. Barilla has delved deep into its Italian roots and called in a team of food experts to create an Open Carbonara recipe. Led by Michelin-starred chef Marco Martini, already known for his innovative take on traditional Roman cuisine, a team of six renowned chefs from different culinary traditions and backgrounds (specializing in Halal, Kosher, lactose- free and vegan cuisine) put their heads together to create the new rendition of the Italian classic. Pasta is a meal known for being accessible: it's easy to buy and cook. Taking on the challenge to make a beloved recipe open to others who have food allergies and intolerances and moving away from the conscious choice not to eat meat, was a great exercise as a chef.

It's really inspiring to have been able to take inclusivity, a cause I am passionate about, and apply it to improve something people can enjoy every day. I hope that this will help pasta lovers realize that with some tweaking, they can enjoy amazing new recipes too. - Marco Martini, Michelin Star chef

At Barilla, we care about making the world a more inclusive place. Naturally, as a pasta brand, leaning into foods ability to bring people together was our first instinct. Our belief that food is a bridge that connects people from all walks of life is as strong as ever. Having had such an exceptional team of chefs from diverse cultural backgrounds craft this Open Carbonara recipe, were excited to continue promoting food inclusivity. - Ilaria Lodigiani, Chief Marketing Officer Barilla

This ambitious project aims to reaffirm the true meaning of Italian genius and to promote the Open Recipes platform as a model for moving forward, interpreting, and adapting traditional pasta dishes to different needs and tastes. The platform, launched by Barilla and Publicis Italy / Le Pub, stands as a manifesto for cross-cultural connections that brings people together by harmonizing and blending their uniqueness around the iconic pieces of Italian culinary ingenuity. The campaign is also an inspiring and forward- thinking way to highlight Barilla’s commitment to enabling and promoting a global, open, and accessible approach to food.” - Bruno Bertelli Global CEO of Le Pub, Global CCO of Publicis Worldwide and CCO of Publicis Groupe Italy

BARILLA | CREDITS | OPEN CARBONARA
PUBLICIS ITALY
Global CEO Le Pub, Global CCO Publicis Worldwide, CCO Publicis Groupe Italy: Bruno
Bertelli
CCO Publicis Italy: Cristiana Boccassini
CCO Publicis Italy: Mihnea Gheorghiu
CCO Publicis Italy: Francesco Poletti
Global Executive Creative Director: Riccardo Fregoso
Global Executive Creative Director: Selim Unlusoy
Associate Creative Director: Daniela De Seta
Associate Creative Director: Alessandro Agnellini
Art Director Supervisor: Andrea Raia
Copywriter Supervisor: Matteo Gatto
Head of Strategy: Niccolò Rigo
Senior Experience Strategist: Antonio Jorgaqi
Senior Digital Strategist: Margherita Tuvo
Data Strategist: Andrea Battista
Social Media Analyst: Alberto Mura
Junior Data Analyst: Federica Parisi
Global Client Service Director: Simona Coletta
Groupe Client Service Director: Federica Papetti
Account Supervisor: Roberta Di Ponzio
Account Executive: Giovanni Spadola
Global Head of PR and Communication: Isabella Cecconi
Digital PR Manager: Carol Verde
PR Manager: Eleonora Botta
Head of Social and Content: Valentina Salaro
Senior Social Media Manager: Remigio Guerriero
Chief Creation Officer: Francesca Zazzera
Senior TV Producer: Antonella Capella
TV Producer Assistant: Eva Maio
Head of Digital Production: Vittorio Cafiero
Digital Project Manager: Ornella Scarparo
Head of Creative Technology: Mauro Mazzei
Digital Designer: Serena Murgia
Production and print managers: Tina Paolella, Daniela Inglieri
Progress Managers: Elisa Petrone, Alessia Cornali
MUSIC
Title: JERUSALEMA (feat. Nomcebo Zikode)
Author: Kgaogelo Moagi, Nomcebo Nothule Nkwanyana
Master: Master KG feat Nomcebo Zikote
Music Company: Warner Music France / Africori
(P) 2020 Open Mic Productions / Courtesy of Warner Music Italy
Publisher: © 2019 Emazulwini Production And Projects Pty Ltd / Tisle Fuels
Licence courtesy of Sony Music Publishing Italy Srl / Warner Chappell Music Italiana S.r.l.
Original Score: Magma Music Agency
MUSIC SUPERVISION: Michael Bertoldini
MUSIC PRODUCERS: Seppl and Gyo Kretz
PRODUCTION
Regia: Simone Godano
Dop: Cristiano Di Nicola
Chef Testimonial: Chef Marco Martini
Squad Team:
Asma Khan
Jasmine Guetta & Manuel Kanah
Giulia Tomelleri
Victoire Gouloubi
Location: Roma
Scenografia: Veronica Rosafio
Stylist: Alessandra Trippetta
Make Up/Hair: ilaria Zamprioli
Food Stylist: Francesca Alberoni
Casa Di Produzione: Brw Filmland
Executive Producer: Caterina Bussinello
Producer: Alice Chauvain
Production Manager: Daniele Esposito
Producer Post: Cristina Moio
Montaggio: Stuart Greenwald / Roberto Pileri
Post-Produzione Video: Tex Srl
Color: Grande Mela
Post-Produzione Audio: Sample Srl
PR STRATEGY
MSL