Mulino Bianco and Pan di Stelle, the most famous and appreciated bakery Italian brands which have been in our households for generations are part of Barilla Group.

Barilla Group has been a marketing strategy pioneer in 2020, pursuing the topic of personalization and becoming the first food industry to allow consumers to hyper-personalize their iconic Mulino Bianco and Pan di Stelle biscuits and cakes as first products chosen for this experience.

The Agency’s challenges were mainly the the creation of a hyper product-personalization configurator capable of engaging the user personally and the development of an ever-available platform which is highly interactive and can convey a positive emotional feeling to the consumer, generating a new bond with the brand.

To reach our goals, we needed to design a white label system able to offer to Barilla the possibility to add any brand of the company’s group to the experience configurator, regardless the offering involved. Also, we needed to create an engaging user experience by building an ever-available platform, a space that would convey to the user the values necessary to connect with the brand.

All the biscuits & cakes packaging can be transformed into unique dedication and a personal premium gift in 2 different materials: tin and paper but always 100% made in italy and recyclable.

By eliminating the classic concept of purchase as a simple exchange between seller and buyer, the Agency thought of a comfort zone capable of reaching three possible levels of implicit relationship: the brand proposes itself as an emotional vehicle where the user can address personalization towards himself, creating a new memory or gifting the customised product to relatives and friends, generating a new link between brand and new user.

"Dedicato a te" is a personalization path guided by storytelling in which the dedication is realized in the product, to make the relationship between user and each brand’s imagination even more special.

The strengths of the concept are thee development a communication project that can be easily used by every brand of the group, an active user involvement that uses narration as a guide in the personalisation process and the enhancement of the relationship with the brand.