Barilla, a globally recognized pasta brand, was relatively new to the KSA market and lacked the brand equity it enjoyed in other regions. Our key challenge was to introduce Barilla’s premium quality products to KSA consumers, growing consideration and trial over established competitors. We needed to communicate Barilla’s core values—quality and authenticity—while educating the market on the essence of true Italian cooking.

Following a review of cooking data from our Sila platform, we found that Italian cuisine wasn’t as strong as Barilla would want it. The pasta brand known for its Italianity, we found that elevated mealtimes were key to home cooks in Saudi Arabia.

Cooking the Italian way requires a specific mindset to preparation and way of approaching mealtimes that hasn’t been considered before.

Knowing that Saudis are 10-15 times more likely to engage with influencers than brands, we used our data platform, Sila, to identify audiences aligned with Barilla’s objective of elevating mealtime experiences. We strategically selected two key audience groups and matched them with unique creators, ensuring diverse yet cohesive messaging. This approach allowed us to optimize budget allocation and achieve a stronger ROI.

In March 2020, we launched a targeted influencer campaign, collaborating with 10 influential creators in KSA. Together, they produced 30 high-quality content pieces, focusing on the authenticity of Italian cuisine and educating viewers on the correct way to cook pasta, highlighting Barilla’s superior quality.

With a start at 0, with the current market leader at 7, we grew Barilla’s digital top of mind affinity score to 3.5. Barilla’s influencer campaign in KSA was a step toward establishing the brand as a trusted name in the local market. By focusing on quality and education, we were able to introduce consumers to the art of Italian cooking, helping them see Barilla as more than just pasta—it’s a true Italian experience. With metrics exceeding benchmarks and a notable increase in digital affinity, Barilla is well on its way to building a strong presence in Saudi Arabia.