BARILLA
The firm born in Parma signed the
history of Italian families
in the last century.
Pietro Barilla
had the great intuition: transforming
the humble pasta into a cult food,
the symbol of genuine life.
Le origini, 130 anni fa
• In 1877 Pietro Barilla opens his first bakery in
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Parma, the land of mills and wheat.
The ambitious entrepreneur wants its bakery to
become a real firm.
In 1905 he produces 25 quintals of bread and
pasta.
Three years later he’s in Rome during the
Esposizione Internazionale dell’Industria
Moderna.
• In 1910 the family opens the first non-stop
production emplying 80 workers.
• The famous brand name Barilla was born.
• The importance of marketing and advertising
communication become a priority since 1916
• They get to overcome the strong economic difficulties
between the two wars.
To increase sales, Barilla points since the
beginning on
• QUALITY
• ADVERTISING
• In 1950 Pietro Barilla goes to America to
study marketing and he falls in love with
tv ads.
Carosello
• Since the end of the 50’s Pietro Barilla
chooses famous italian actors and
directors as protagonists of his
advertisements
• During the era of economic boom, Italians
buy products not because they are
necessary, but as objects of their status
symbol.
• Women have more time for themselves
and their image is now transformed.
Women change
• The old housewife becomes a modern
woman taking care of her house and
children, but also of herself. She has
therefor less time for the house!
• Pietro Barilla adresses to a modern
emancipated woman who wants to cook
healthy food for her family.
The crises in the ’70
Pietro Barilla is obliged to sell his industry to the
american multinational enterprise Grace
• In 1979 Pietro Barilla succeds in re-buying the firm.
• Today Barilla represents 25% of the american market.
• Another key word:
TRADITION
The slogan :
• “Dove c’è Barilla c’è casa” in Italy
• “The choice of Italy” in the States
• “Les pâtes préférées des Italiens” in
France