Barilla Snowfall Mailer
Task: Create chatter surrounding the launch of the limited time only Barilla Snowfall pasta cut. Nothing captures the magic of the holiday season quite like snow—but not everyone gets to experience it.
Task: Create chatter surrounding the launch of the limited time only Barilla Snowfall pasta cut. Nothing captures the magic of the holiday season quite like snow—but not everyone gets to experience it.
Execution: That's why we gave everyone a snow day the pasta way. To launch Barilla's LTO Snowflake-shaped pasta, we gave it a festive name, Snowfall, and crafted cozy holiday merch that made a huge impact. 3 tier luxury mailer complete with a mini Barilla wonderland inside a snow globe, custom Snowfall sweater, box of LTO Snowfall pasta, recipe cards, and custom note.
Achievements: This launch exceeded campaign reach expectations by 500%, with 25% of placements in the Tier 1 category. Engaging talent for media interviews, combined with excitement around a first-of-its-kind LTO, contributed to a record 4.8 billion impressions. Coverage in widely read publications such as Better Homes & Gardens, Martha Stewart Living, and Parade played a key role in this success. Media and influencers were blown away by the creativity and detail of the seasonal mailers. As a result, 36.67% of recipients posted on social. Our talent and influencer partners' story click through rates all surpassed their respective benchmarks, indicating consumer interest and intent to purchase Snowfall.
“I feel like a celebrity walking the halls with this. Truly the best mailer I’ve ever worked on!”
— Barilla Client
“Oh….my goodness. I just received the package in the mail from Barilla today and I haven’t been able to calm down since I opened it!!!! This is SO COOL!!!! I’m so obsessed with the sweater and the snow globe—just honestly at a loss for words!! Thank you and please thank the Barilla team for me!!!”
— Isabella Milano, Better Homes & Gardens
“It was so cute!!! [The mailer] was a BEAUTIFUL package and a really sweet concept.”
— Aly Walansky, New York Travel & Food Journalist
— Barilla Client
“Oh….my goodness. I just received the package in the mail from Barilla today and I haven’t been able to calm down since I opened it!!!! This is SO COOL!!!! I’m so obsessed with the sweater and the snow globe—just honestly at a loss for words!! Thank you and please thank the Barilla team for me!!!”
— Isabella Milano, Better Homes & Gardens
“It was so cute!!! [The mailer] was a BEAUTIFUL package and a really sweet concept.”
— Aly Walansky, New York Travel & Food Journalist
Associate Creative Director: Jules Herrick
Associate Design Director: Emma Dowling
Senior Designer: Izzi Mordini
VP, Creative Director: Brandon Jesse
Producer: Amelia Sacco