In Vienna, the Barilla Truck set up at the Westfield Shopping Süd mall. Visitors had the chance to spin the wheel of fortune to win Barilla's new PESTO variant along with Al Bronzo Pasta. During the two days presence, nearly 2,500 participants tried their luck, winning PESTO & Al Bronzo products as well as other giveaways.
Alongside this in-store activation, the Barilla campaign gained extra visibility thanks to a CIP strategically placed within the mall, thereby amplifying the event's reach and impact.
Over two days, more than 4,000 portions of pasta with pesto and Wasa crackers were distributed, along with 5,000 small sample jars of PESTO Barilla alla Genovese. The campaign didn't just engage consumers in a fun way; it also significantly boosted the brand's presence for the long term.
