New Barilla Group website: stories, people and brands expound the Company's values and mission
16 December 2021
The new Barilla Group website (https://www.barillagroup.com/) is now online, as a completely revamped digital environment focusing on the products and people that define and speak of the Barilla world. Pasta, sauces, bakery products adored in Italy and around the world, of course, but also the work, commitment and passion of over 8,000 people who work together on a daily basis to put on the table food that is good, joyful and healthy, made with raw materials from responsible supply chains. Food that has made a little store in Parma selling bread and pasta that opened 144 years ago a global ambassador for Made in Italy and Mediterranean flavor. Because good food is a joy in the present and the choice for a better future, together.
“Whoever enters our website enters our home”, said Francesco Giliotti, Chief Communications & External Relations Officer at Barilla Group. “We want our visitors to feel welcome and easily find interesting and relevant content about Barilla. And most of all, we want to show them who we are and what we do, give them a taste of our products, and put our stories and people at the center of the storytelling. We strongly believe the new Barilla Group website will be a key lever for the Company’s reputation support and growth, thanks to the contribution of all brands and Regions and, above all, of all the Barilla people who make up our big family worldwide.
Designed and created by the Imille agency, this new point of contact and interaction whereby the Parma-based company tells its story to the world features minimalist graphics and a great wealth of content, with easy access for visitors via a responsive navigation menu and search filters. The wealth of multimedia content, such as photos and videos, encourages a narrative that is easier to understand and immediate, including from a visual perspective.
“The design of the new Barilla Group website began with an attentive analysis of the behavior and needs of the various audiences: institutional partners, people interested in working in the Group and the media,” said Paolo Pascolo, CEO of Imille. “The site is intended as a response to those categories and their curiosity about the Barilla Group and all its brands. Imille has striven to bring a harmonious and pleasant face to the considerable amount of the Group’s content, attempting to transfer the values this great family company offers to Italy and the world.”
The content is constantly updated, for a prompt account of the company’s understanding of its role in the world and its 10-year journey towards sustainability. The Figures section uses infographics to highlight the main numbers in terms of people's wellbeing, the sustainable supply chain and Barilla’s people.
The homepage emphasizes the Stories, highlighting the Group’s latest projects and initiatives, including innovation, sustainability, commitment to communities and the enhancement of diversity and inclusion, converging in a specific section that forms the beating heart of the new website. Scrolling down, a series of highlights quickly takes visitors to the site’s main sections.
Who we are retraces the Group’s historical milestones, leaving room for the prestigious Barilla Historical Archive: a journey to the roots of the Group’s history, to discover timeless messages that continue to inspire the company's future.
Next, Purpose speaks of Barilla’s way of doing business and the company's distinctive values, as well as its constant attention to diversity and inclusion. These values and commitments are shared and disseminated by all the Brands, with their own specific section.
Finally, the Press Room is a point of contact for communications professionals, while the Careers area, which sees the most traffic, is now given a prominent position on the new website, with information on how the selection process works. Then comes the “Meet our people” section, giving a voice to testimonials by Barilla people, who tell the story of their work and the environment the company has managed to create over the years, with attention to everyone’s personal and professional development, inclusivity and openness to diversity.
The team at Imille that worked on the project consists of Giorgio Ciapponi (Product Manager & Project Leader), Matteo Roversi (Brand Strategist), Simon Coe (Content Strategist), Elena Aquila and Marco Angelini (Brand Designers), Irene Torresani (Brand Strategist), Amelia Rose (Copywriter), Andrea Corradi (Product & Service Design Director), Federica Scuri, Ece Batur and Davide Mariani (Product & Service Designers), Stefano Sirtori, Marco Gabbiani and Massimiliano Falcone (Developers).
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