Barilla Pesto Week: Encouraging pasta lovers to purchase pesto

Barilla, established in 1877, is an Italian family-owned food company and the world’s largest pasta producer, that operates in more than 100 countries. The brand turned to DEPT®, to help them boost impressions and stimulate sales in the German Amazon Marketplace.

Highlighting pasta’s favourite companion

Barilla is renowned for its delicious and versatile pasta selection but we decided to shine the spotlight in a different direction and developed a unique advertising strategy that featured one of pasta’s favourite companions: pesto.

Pesto Week gave us the chance to focus our advertising efforts on Barilla’s pesto selection, highlighting the variety of options and inventive ways to use pesto, beyond the pasta bowl. The results speak for themselves.

Small focus, big benefit

Barilla is a well-known and trusted brand, but we wanted to introduce their lesser known products to shoppers looking for innovative ingredients, not just for pasta.

Pesto Week was a one-week event composed of a variety of advertising campaigns and deals designed specifically to drive traffic to Barilla pesto products. We focused Sponsored Products and Sponsored Brands campaigns on a set of pesto ASINs (Amazon Standard Identification Number, a unique identifier of 10 letters and/or numbers for a product) and strongly invested advertising efforts into those products for one week.







The results

  • Pesto products showed a significant performance improvement during Pesto Week in comparison to all campaigns
  • Pesto sales increased more than threefold and accounted for 60% of weekly Sponsored Ad sales during Pesto Week

With the support of DEPT®, Barilla was able to maximize their presence on Amazon during Pesto Week. Not only did they see an increase in pesto ASIN figures during this week, but also in overall sales, impressions, revenue and more thanks to the concentrated Sponsored Advertising efforts.

This advertising event demonstrated that brands don’t need to wait for events like Black Friday or Prime Day to build specific campaigns and drive sales. With the help of the advertising experts at DEPT®, Barilla gained a 3x sales increase in their pesto products from an event that was all their own.


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