Barilla is a 143 years old Italian pasta brand mixing the traditional and the new. The core brand belief is "good for you, good for the planet" so to turn this belief into action, we strategised and implemented an empowering brand membership and community program: Casa Barilla. Casa Barilla continuously boosts the impact of the Barilla brand through purpose-driven and authentic interaction. The Casa Barilla community manifests a journey into the Mediterranean through food, community and culture. The community engages food & lifestyle enthusiasts with digital communication, exclusive events and brand activations and provides a platform for exchange and inspiration.