10 years of collaboration with Barilla: from creative show-cooking to analytical trade marketing
Client
Barilla is an Italian family - owned company with over 140 years of tradition, a recognized world leader in pasta. On the Polish market, it is present through two distinctive brands: Barilla (premium pasta) and Wasa (unique crisp breads).
Challenge
When we started working with Barilla in 2014, real Italian pasta was a product poorly understood by consumers in Poland. Market research showed that pasta was commonly referred to by Poles as"noodles" and most often served with... cottage cheese and strawberries or as an accompaniment to soups. Consumer awareness of the proper preparation and variety of uses of Italian pasta was at a low level.
The Barilli and Cursor teams faced a double challenge: educational and marketing. On the one hand, the culinary habits of Poles had to be changed and they had to be taught how to cook pasta properly al dente. On the other hand, Barilla had to be distinguished as an authentic, premium Italian product in a category dominated by cheaper local brands.
An additional complication was that standard tastings did not provide the opportunity to fully demonstrate the qualities of the product, which requires proper preparation. What was needed was an innovative solution that would combine education with tasting and be feasible in large-format stores.
In 2020, with the advent of the pandemic, we face another challenge: how to transform promotional activities in the face of new global constraints, and how to apply the experience accumulated over the years to the new market reality?
Solution
Over the years, our collaboration with Barilla has evolved, adapting to changing market and customer needs. Activities can be divided into two key stages, showing the transformation from an educational and creative approach to an analytical and sales approach.
Stage 1: Innovative event format
from 2014
The answer to the initial challenges was an innovative format of show cookouts carried out directly at points of sale. We created a solution that revolutionized the approach to food product promotion in Poland.
Experience MARKETING
265 "Big Cooking Show" action.
Pierwszym krokiem było zaprojektowanie i produkcja mobilnych kuchni, które mogły być instalowane w przestrzeni sklepów wielkopowierzchniowych oraz na dedykowanych wydarzeniach takich jak m.in. jubileusze, pikniki czy targi dużych sieci handlowych. Każda kuchnia była w pełni funkcjonalnym stanowiskiem z wyspą, które umożliwiało profesjonalnym kucharzom przygotowywanie dań na oczach klientów.
W ramach realizacji projektu:
- We designed and manufactured 5 mobile kitchens of considerable size (area of 6 pallets)
- We recruited and trained professional chefs
- We provided comprehensive logistics and transportation of mobile kitchens across the country
- We managed the show schedule
- We coordinated the shows with store managers and malls
- We have organized barter cooperation with other brands
- We have prepared educational materials for consumers
- Mobile kitchens were stationed in key locations: Warsaw, Krakow, Silesia, and rotated between Wroclaw and Poznan, while we also reached many other cities.
In addition to the cook, each booth was staffed by a supervisor and an ambassador, providing comprehensive service to consumers, while experienced fitters were responsible for the construction of the booths.
Recipe booklets, tips on how to properly prepare pasta, how to select the shape of pasta for dishes and alternative methods of using pesto were also an innovative element of the project, providing valuable educational material for consumers.
event marketing
Dedicated animations in 628 locations
In 2015, we implemented a comprehensive sales promotion program for the Barilla brand, covering an impressive 628 locations in retail chains.
The program was run by specially trained ambassadors who worked on weekends (Friday-Sunday). Their task was not only to present the Barilla product portfolio, but above all to educate Polish consumers on how to cook pasta al dente and how to choose the right pasta shapes for different dishes.
The ambassadors were equipped with special educational materials presenting alternative methods of using the products, e.g., pesto not only as an addition to pasta, but also as an ingredient in casseroles, grilled dishes, or as a dip for vegetables and meats. The animation program was a key element of the marketing strategy, which evolved the following year into the Mini Cooking Show, allowing the brand to reach consumers even more effectively and inspire them with the culinary possibilities of Barilla products.
Translated with DeepL.com (free version)
experience marketing
1161 "Mini Cooking Show" action.
The success of large show cooking events allowed us to take the next step—scaling our activities by creating smaller, more economical stand formats. We designed and manufactured 25 compact stands that provided a similar consumer experience at lower logistics costs and could be installed in smaller stores.
W ramach realizacji projektu:
- We have established a network of local warehouses throughout Poland
- We have expanded our hostess team to 100 trained brand ambassadors
- We have implemented a system of promotions, remuneration and bonuses for promoters (trainee ambassadors, ambassadors, senior ambassadors, hyper-ambassadors)
- We organized periodic training sessions in Warsaw, Gdansk and Cracow
- We have created a system of rewards and sales competitions for the team
- The posts were present in more than a dozen Polish cities, providing nationwide coverage of activities
An organizational innovation was the local basing of booths, which significantly reduced logistical costs and increased the frequency of shows. We renovated the booths annually, refreshing the operational elements and updating the graphics, which ensured a consistently high visual standard of the project. In addition, we developed educational activities by organizing shows at trade network fairs and carrying out events at B2B clients' premises.
Stage 2: Analytical trade marketing
from 2020
The global COVID-19 pandemic has fundamentally changed the realities of retail and forced a transformation of promotional activities. Movement restrictions, in-store strictures and changing consumer behavior have made previous tasting formats infeasible.
We faced the need to redefine our partnership with Barilla and find new value in the changed market environment. Drawing on years of experience and the Barilla team's understanding of the category, we redirected our efforts toward analytical trade marketing. This allowed us to maximize sales effectiveness without the need for face-to-face events.
analiza rynku
Price monitoring in Power BI
In a dynamic and highly competitive pricing environment, accurate data is the foundation of an effective commercial strategy. To meet these needs, we have created a comprehensive price monitoring system that provides Barilla with up-to-date and accurate information from key points of sale throughout Poland.
Our program includes:
- Visits to points of sale carried out on a bi-weekly basis
- Comparative analysis of prices of Barilla products against competitors
- Preparation of detailed reports
- Regular updating of data in the Power BI reporting system
The project provides the client with ongoing insight into the pricing situation in the market and provides the basis for strategic commercial decisions.
przedstawiciele handlowi
Shared representatives in the Kaufland network
Effective presence in key retail chains requires constant monitoring of product exposure and active management of sales space. Recognizing this need, we have launched a shared representative program that combines the benefits of merchandising with elements of active sales and regular monitoring of product availability and competitor activities.
Our dedicated team consistently develops the presence of Barilla products in the Kaufland chain by:
- Supporting stores in regions across the country
- Visits at a frequency of 2 times a month
- Taking care of the proper display of products
- Negotiate with store managers to increase display space
- Realization of special tasks (such as installation of additional stands)
- Preparation of detailed reports with photo documentation
- Regular Power BI analysis
Stage 3: Special Projects
2014 to date
In addition to live cooking and systematic monitoring activities and outsourcing of sales representatives, we regularly undertake special projects. These dedicated activities often involve new product launches and support for key sales periods.
In addition to live cooking and systematic monitoring activities and outsourcing of sales representatives, we regularly undertake special projects. These dedicated activities often involve new product launches and support for key sales periods.
Since the beginning of our cooperation, we have successfully carried out a number of projects such as:
- Action to introduce pesto into Carrefour Express network (about 150 locations)
- Fulfillment of Christmas gifts for business customers (about 250 pieces per year)
- Wasa product tastings (more than 150 locations)
- Organize more than 30 trade show activities and 4 special events
- Organize a training trip for the sales team to the Barilla factory in Italy
Effects of cooperation
Our long-standing cooperation with Barilla is an example of the successful evolution of promotional activities in response to changing market conditions. Initial educational activities yielded spectacular results in changing consumer awareness, while current analytical activities translate directly into sales metrics.
Within the educational stage, we achieved:
Realization of more than 1,400 culinary shows in big-box stores for 6 years
Organized dedicated animations at an impressive 628 locations in retail chains in 2015
Pasta sales reaching up to several thousand packages of product during a single weekend at a single location
More than 3 million consumer brand product samples released
And in addition:
- Increase awareness of Barilla brand as premium category leader
- Fundamental change in Polish consumers' perception of pasta
- Creating a committed team of brand ambassadors who have worked with the product for years
Current analytical activities translate into:
Systematic increase in sales at supported locations of the Kaufland network
Optimization of pricing policy
Improve the quality of point-of-sale displays
Increase display space in key networks
Particularly important is the fact that over 10 years of cooperation we have built a relationship based on mutual trust and understanding of business needs. Barilla has remained with us continuously since 2013, and the scope of cooperation has evolved in accordance with current customer needs.
