Barilla: Inspired by Craftsmanship

Objective:
To develop and launch a unified brand message platform and create an integrated marketing communications program for Barilla Foodservice.

Solution:
Summit developed Barilla’s foodservice communications strategy and year-long, multi-segment marketing plans.

Guided by our Foodservice Branding manual. Summit translated the Barilla brand essence to reach every level of the foodservice audience. Barilla’s old world charm
was blended with contemporary appeal and the Barilla nutritional story to create trade show displays, sales collateral, point-of-sale, trade advertising, incentive and promotional programs and interactive communications.

Results:
Summit successfully translated the strengths and equities of the retail Barilla brand into an effective, sales-generating business-to-business brand.