Atavi
SOCIAL & BRAND STRATEGY We were brought on to support Barilla’s innovation team in the kick start of a new concept testing the London market place. They were launching a luxury pasta brand, Atavi in conjunction with Michelin star chef Albert Adria as a way to see if there was an interest in elevating a core product into something extraordinary.
We were asked to help set the direction, the internal alignment between agencies and set up for social communications moving forward.
WHAT WE DID
-
Bringing teams together from product, packaging, PR, influencer, paid and consumer insights - to help shape the core thinking around role of social and topics we could all test and learn from together.
-
Taking cues from the team & the work that had already been done - we spent some time reviewing what they had vs. cultural nuances that could be of interest - providing routes & social first creative thinking to help shape narratives. We then brought in our insights partner to litmus test audience behaviour within the category to find the nuggets of potential interest to build content narratives from.
-
Set up of the first social structure that aligned teams and content needs to help launch the brand. We supported the brand in a live activation with press, influencers, experiential and social that ran alongside the launch of product in luxury retailers such as Harrods & high end Michelin star restaurants such as Hide.
What was important
Pasta isn’t typically seen as a luxury—it’s a staple. Which meant commanding this price point would always be a challenge. Rather than fight that perception, we reframed the conversation. By elevating the collaboration with a Michelin-star chef and showcasing a distinctive flavour profile, we transformed the product into something more than pasta: an experience.
a blend of creativity & culture
On launch we had:
600+ follows organically via social
5,400+ accounts reached organically
10,000+ of impressions via stories
122, 300, 500 reach
145 pieces of media coverage
115 pieces of social coverage