Barilla’s campaign celebrates the intersection of performance, passion, and shared values by aligning the brand with Mikaela Shiffrin’s historic achievement as the greatest skier of all time. The campaign’s core proposition centers on the idea that “greatness starts with a great recipe,” symbolically linking Barilla’s commitment to quality, nutrition, and family with Shiffrin’s dedication, excellence, and long-lasting success on the slopes. This association positions Barilla not just as a food brand but as a supporter of ambition, perseverance, and meaningful partnerships.
Strategically, the campaign leverages the inspirational narrative of Shiffrin’s record-breaking 87th World Cup victory to create an emotional and cultural resonance with consumers in Italy and the United States—markets where both the brand and the athlete have strong relevance. The creative angle highlights authenticity and shared values such as dedication and passion, which underpin both the athlete’s journey and Barilla’s brand identity. By introducing a limited-edition pasta shaped as the numbers “8” and “7,” the campaign creates a tangible, collectible connection that celebrates the achievement while engaging brand loyalists and sports enthusiasts alike. This product innovation also serves a philanthropic purpose, with proceeds supporting Food for Soul, thereby reinforcing Barilla’s broader social responsibility beyond commercial objectives. Overall, the campaign effectively integrates storytelling, product design, and cause marketing to deepen the brand’s emotional engagement and strengthen its positioning at the convergence of food, sport, and community values.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
This campaign centers on the long-standing partnership between Barilla and Mikaela Shiffrin, a world-renowned Olympic skier with whom the brand has shared 12 years of collaboration. The advertisement directly celebrates Shiffrin’s extraordinary achievement, making the celebrity—her status, journey, and values—the primary storytelling vehicle. The product (the special pasta pack) is crafted in tribute to Mikaela’s win, not as a problem-solver but as a symbol of shared accomplishment and ongoing relationship, reflecting the classic use of an ongoing celebrity to drive emotional resonance and brand recall.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Barilla – Market Positioning
Barilla positions itself as a premium Italian pasta and food brand emphasizing tradition, quality, and family values. It leverages its heritage to promote authenticity, healthy living, and sustainability, while engaging in socially responsible initiatives like reducing food waste. Barilla integrates lifestyle and sports to connect emotionally with consumers who value both performance and wholesome nutrition.
2. De Cecco – Market Positioning
De Cecco focuses on classic Italian craftsmanship and premium-quality pasta, highlighting traditional production methods like slow drying and bronze extrusion. The brand emphasizes authenticity and natural ingredients, appealing to consumers seeking genuine Italian culinary experiences and artisanal products with superior texture and taste.
3. Buitoni – Market Positioning
Buitoni offers a broad portfolio that targets convenience without sacrificing quality, blending traditional Italian flavors with innovation. Its strategic angle centers on fresh, easy-to-prepare products suitable for busy lifestyles, focusing on the blend of authentic taste with modern consumer demands for speed and simplicity.
4. Barilla’s Own Private Label or Store Brands (e.g., Walmart’s Great Value Pasta) – Market Positioning
These often prioritize affordability and accessibility, capturing price-sensitive segments by offering functional pasta products with a focus on value rather than premium ingredients or artisanal heritage. Their strategic angle is mass-market penetration through retail partnerships and competitive pricing.
5. Ronzoni – Market Positioning
Ronzoni combines mid-tier pricing with a focus on quality and health-conscious options, including whole wheat and high-protein pasta lines. The brand differentiates itself in the U.S. market through a family-friendly image and adaptability to evolving consumer preferences around nutrition and wellness.
Q: What is Greatest Skier of All Time about?
A: Greatest Skier of All Time is a 2023 integrated campaign created by Publicis Italy/LePub for Barilla, launched across Italy and the United States. The campaign celebrates Olympic gold medalist Mikaela Shiffrin’s record-breaking 87th World Cup victory, which crowned her the greatest skier of all time. Central to the creative idea is a limited-edition pasta pack, designed by BluRhapsody by Barilla, shaped as the numbers 8 and 7 to mark Shiffrin’s achievement. The campaign honors Barilla’s 12-year partnership with Shiffrin and channels proceeds from the collectible pasta packs to the Food for Soul charity, reinforcing the brand’s commitment to social responsibility.
Q: What creative device does Greatest Skier of All Time use?
A: Greatest Skier of All Time employs FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES, as classified by Clapboard’s 12-format taxonomy. The campaign centers on the enduring partnership between Barilla and Mikaela Shiffrin, using her celebrity status, personal journey, and values as the primary storytelling vehicle. Rather than presenting the product as a solution, the campaign uses the special pasta pack as a symbol of shared accomplishment and ongoing relationship, leveraging Shiffrin’s legend status to drive emotional resonance and brand recall in line with Clapboard’s creative classification.
Q: What is the campaign proposition for Greatest Skier of All Time?
A: The campaign proposition for Greatest Skier of All Time positions Barilla as a brand that celebrates the intersection of performance, passion, and shared values by aligning itself with Mikaela Shiffrin’s historic achievement. The core message, that greatness starts with a great recipe, links Barilla’s dedication to quality, nutrition, and family with Shiffrin’s excellence and perseverance. This approach targets consumers in Italy and the United States who value ambition and meaningful partnerships, reinforcing Barilla’s identity as more than a food brand—one that supports ambition, perseverance, and community engagement.
Q: How does Greatest Skier of All Time rank in Clapboard's archive?
A: Greatest Skier of All Time holds a Clapboard Campaign Score of 72/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in Barilla's category?
A: In Barilla’s category, key competitors include De Cecco, which emphasizes traditional Italian craftsmanship and premium-quality pasta; Buitoni, known for blending authentic Italian flavors with convenience and innovation for busy lifestyles; private label or store brands like Walmart’s Great Value Pasta, which focus on affordability and mass-market accessibility; and Ronzoni, which targets health-conscious consumers in the U.S. with a family-friendly image and a range of nutritional options. Each brand carves out a distinct position, from artisanal heritage to value-driven offerings, within the competitive landscape of pasta and food products.
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