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Barilla is Italy’s #1 pasta, but it’s not so well known in the UK. In fact, it’s only stocked in one major supermarket – Morrisons – and sales were low, putting several products at risk of being delisted.

Direct During the cost-of-living crisis, a little saving on a box of pasta is useful. But winning a whole meal is far more beneficial. So, we developed a promotion offering 20,000 meal vouchers, and an enticing grand prize of a holiday to Italy. All players had to do was match pasta with sauce through a fruit-machine-inspired game.

Winners received a box of Barilla pasta and a jar of Barilla sauce – everything they need for a delicious meal without having to plan what to cook. And if they didn’t win, they’d be reminded of Barilla and the wonderful products they have available in store.

In just 31 days, the campaign reached 596k Morrisons shoppers and drove 46,580 competition entries. This led to a huge 97% increase in Barilla product sales in Morrisons stores in May 2024 – overdelivering of the 50% increase in sales needed to protect Barilla’s instore foothold.