Content, Marketing and Advertising Campaign Strategy, B2B

Company Barilla / Sector Consumer Packaged Goods / CPG, Food, Pasta

Marketing Premium Products to Price Sensitive Customers, Sales Up ⇧ 15%

by Christopher Vickers, Atlanta-based Brand, Advertising + Content Marketing & Communications Strategist & Creator

Background Among consumers Barilla enjoyed high levels of awareness, familiarity, consideration and trial, but within the food-service market - restaurants, education, healthcare and more - the situation was different. As Barilla made moves to push into the food-service market in the northeast it won some smaller independent restaurants but was having trouble gaining traction with the large regional and national organizations which represent real volume.

Opportunity Buyers within food service verticals have markedly different needs. K-12 school district purchasers are price sensitive. College and university food-service directors want variety. Restaurant chefs want exceptional texture and taste. Despite these differences each segment had positive perceptions about Barilla and its potential to satisfy their customers.

Approach We developed and implemented a national marketing plan to launch Barilla into the U.S. foodservice market. We re-positioned Barilla as a premium brand, developed distinct campaigns for each vertical, implemented lead generation and CRM, participated in 20+ industry events/year and created sales tools and training for the Barilla sales force and 3rd party distributors.

Outcome Our teamwork contributed to a YOY sales increase of 15%. Notable new customer wins included California Pizza Kitchen, Compass Group, Papa Murphy’s and Michigan State University.

Our work also helped get Barilla into 39 of the top 100 colleges, seven of the top 15 national Italian restaurant chains and 50 of the largest K-12 school districts in the U.S.

Agency Summit