1-3-day-long experience in Parma
120 Italian and international media, stakeholders and influencers involved
+400 media hits (50% worldwide)
109M potential reach
BARILLA GROUP
Presentation of the Sustainability Report
The on-field story of Barilla’s sustainability journey
1-3-day-long experience in Parma
120 Italian and international media, stakeholders and influencers involved
+400 media hits (50% worldwide)
109M potential reach
BARILLA GROUP
Presentation of the Sustainability Report
The on-field story of Barilla’s sustainability journey
Sustainability, on the field
A 3-day-long experience to talk about Barilla’s tangible “on the field” commitment to sustainability with 120 media, influencers, and stakeholders from all over the world.
Challenge
Make relevant communication of the Sustainability Report through an on-field and engaging approach made of talks and meetings with Barilla people and managers to talk about the vision of a Made in Italy excellence for a more sustainable future.
Actions
A 3-step strategy to build the anticipation and engagement of media, stakeholders, and followers. It all started with a teasing activity on the Barilla Group corporate Twitter channel 8 weeks before publishing the report. Then, we published it on Barilla corporate website, launched it on the media and continued the activity on Twitter. Finally, in June, we arranged a 3-day-long experience in Parma where journalists, bloggers, and stakeholders from all over the world could see Barilla’s commitment to sustainability firsthand and celebrate its 140th anniversary through talks and emotional experiences in the plant and in the fields where Barilla sustainably grows its raw materials.
Awards
ASSOREL 2017
First prize Sustainability Report Communication category
