To communicate and amplify the relaunch of Pesto Barilla by offering press, influencers, and stakeholders an immersive experience in the world of Pesto Barilla, conveying the key assets of the relaunch (gentle production method, sustainable agriculture, new jar, new visual identity) as well as the brand values (sustainability, diversity, contemporaneity).
“Basil Stories”, a distinctive, immersive, and experiential launch media event: a journey of discovery into Pesto Barilla, through multi-sensory activations where basil took center stage as both the symbol and vehicle of Pesto Barilla’s sustainability journey. The event took place in Milan at Al Fresco, a recognizable and captivating venue characterized by a natural, cool, and elegant look & feel, featuring a design in line with Pesto Barilla’s values and an Instagrammable and wow effect setup, with basil at its core. Stakeholders, press, and influencers took part in the immersive, multi-sensory ‘Basil Stories’ journey: a full-immersion format with Pesto Barilla engaging the senses—sight, touch, sound, and smell—culminating in the ultimate experience of taste. The influencer strategy involved top, macro, and mid-tier influencers across food, lifestyle, and green & sustainability sectors, active before, during, and after the event.
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