As a retainer client, Barilla Pasta’s social presence followed a structured yet dynamic content strategy. Working closely with a copywriter, I ideated and pitched monthly content that aligned with cultural moments and digital trends while staying true to the brand’s DNA. Our content pillars ensured a well-rounded approach—simple yet delicious pasta recipes, adventurous meal inspiration, expert kitchen tips from chefs and influencers, and community spotlights that highlighted real pasta lovers. While these pillars kept the content calendar structured, we ensured each post was timely and relevant to keep Barilla at the forefront of social feeds.

To maintain consistency while keeping content fresh, we developed social-specific brand guidelines that expanded upon Barilla’s corporate identity. By adding extra visual elements and design flourishes, we created a more flexible system that allowed for playfulness on social media—without straying from the brand’s core identity. This approach gained buy-in from Barilla’s in-house branding team, ensuring we stayed within their comfort zone while preventing social content from feeling repetitive. These additional elements kept the brand visually engaging, which is essential for any brand producing a high volume of content on social media.

We also applied this strategy to Barilla’s sub-brand, Legume Pasta, ensuring it had its own distinct yet cohesive presence within the larger Barilla ecosystem.