The history of Barilla goes back more than 150 years, and since the 1940s, the now-iconic packaging "Blue Box" has been chosen. This packaging is still used today, representing the brand and its values. The brand Barilla stands for quality pasta, with respect for product, people, and nature. Thanks to this iconic "Blue Box" packaging, a single image tells the entire brand story, making communication more effective. This resulted in a digital screen campaign on our entry screens, which ran from April 25 to May 1, where customers of Delhaize were invited to discover the taste of Barilla and its "Al dente" quality of their everyday pasta recipes.
Digital Signage: The message of Barilla on the Blue Box assortment had been activated on 179 entry screens across 178 supermarket stores of Delhaize. The message had been activated for 1 week on our screens.
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Media performance insights:
- Almost 1,5 Mio unique store visits had been registered
- Approximately 130 K visits had been linked to the category
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Sales performance insights:
- 113 % extra revenue on promoted products during the activation
- 83 % extra revenue on overall assortment of the brand during the activation
- The share of revenue within the category raised with 121 % during the activation
Brand awareness
Inspiration
Engagement / Consideration
