Within the wake of a dramatic Dutch Grand Prix, Formulation 1 heads to the Temple of Velocity this weekend for the Italian Grand Prix at historic Monza.
To assist set the stage for the race, one of many sport’s latest companions is launching a brand new marketing campaign that faucets into the historical past of F1 and the race itself.
Earlier this yr, Barilla was introduced because the Official Pasta of Formulation 1, and this week, Barilla launches the “Tastes Like Household” marketing campaign, which tells the story of Luigi Montanini, a chef who turned some of the recognizable figures within the F1 paddock in the course of the Seventies as he ready meals for groups and rivals alike.
Dubbed “Pasticcino,” the “first prepare dinner of Formulation 1” introduced the paddock collectively, a pattern Barilla hopes to proceed this season, and past.
“At Barilla, we’ve at all times believed that pasta is rather more than meals: it’s a manner of making closeness, wherever you might be,” says Ilaria Lodigiani, Chief Class and Advertising Officer of Barilla. “We selected to open our new marketing campaign with the story of Pasticcino not simply because it’s a captivating anecdote, however as a result of it’s a real a part of Italianity.
”A narrative that exhibits how meals, even in a spot as surprising because the Formulation 1 paddock, can flip strangers into household. It displays one thing deeply rooted in our tradition, and in Barilla’s goal for almost 150 years.”
“Formulation 1 has at all times been a world of rivalry and competitors,” says Paolo Barilla, Vice Chairman of the Barilla Group and former F1 driver. “However past that, there’s area for friendship. Drivers, mechanics, engineers – they’d sit down and share a meal. It was the meals that created these moments of connection. A easy plate of pasta that made individuals really feel at residence, even removed from it.”
Pasticcino himself seemed again with fondness at these days within the paddock.
“They’d come to me as in the event that they have been arriving at their mom’s home. They sat down. For some time, the monitor, the rivalry, the competitors – all of it disappeared. And all that was essential then was a plate of pasta, and the laughter of a shared second,” mentioned Pasticcino.
You possibly can see a portion of the marketing campaign right here:
