🟨 Barilla: We Might Have Been Cooking Pasta The Wrong Way
A smarter technique to save money and the planet...
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It's no secret that energy costs have doubled over the past year. Yep, it's not just you – people around the world are feeling the pinch as gas and electricity bills have skyrocketed.
Barilla, an Italian food brand decided to show people how to cook their favourite pasta and also save money on energy consumption. Passive cooking involves turning off your stove after two minutes of actively cooking the pasta. It is an alternative way of cooking that reduces carbon emissions by up to 80%.
Like every cooking method, ensuring you hit the right timing is key. To help more people adopt this method of cooking, Barilla created a device known as the Passive Cooker. A smart device that can be connected to people’s mobile phones, it is made from biodegradable bioplastic and eco-batteries.
How does it work?
The passive cooker is attached to the lid of the pot and it is connected to the user’s phone via a dedicated app. When the water boils, the device sends a notification to the user's smartphone. Two minutes later, the device sends another notification, informing the user to turn off the stove. Then the user just has to wait for the pasta to cook passively by being patient until the pasta is ready to be served and eaten.
Barilla made the design and prototype of the device open-source, allowing anyone interested to 3D print the parts and use the brand's guide to assemble them. There’s also a WhatsApp chatbot that provides people with step-by-step guidance and timed messages during the process.
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Passive cooking is an example of a Sustainability Marketing Campaign, it reached over 1 million people within the first three weeks after it launched.
🍉 Action Points
Align your brand with what consumers want - Barilla identified an opportunity to align its brand with consumer needs by addressing the issue of increased energy costs through an innovative solution.
Create educational content - Barilla not only provides a product but also educates consumers on the passive cooking method. This educational approach positions Barilla as a thought leader in innovative and sustainable cooking practices.
Adopt cost-saving messaging - Barilla promotes eco-friendliness and also emphasizes the cost-saving aspect of passive cooking. It appeals to not just environmentally conscious consumers but also people looking for practical ways to save money.
P.S. Thanks to everyone who shares Yellow Chili with their network. Please share this marketing campaign idea with a friend who would like it.
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