Barilla Reimagines “The Most Innovative Old Method” to Cook Pasta
Faced with the 2022 energy crisis, Barilla sought a sustainable solution. They unearthed a forgotten Italian method from the 1800s: Passive Cooking. This simple technique saves up to 80% of energy but fell out of favor in the 1960s.
Reintroducing a Classic with a Sustainable Twist
Barilla relaunched Passive Cooking, positioning it as an innovative, eco-friendly approach. To capture attention, they partnered with Toiletpaper magazine for surreal tutorials that challenged the idea of turning off the stove for pasta.
The Passive Cooker: Open-Source Sustainability
Barilla didn’t stop there. They created the Passive Cooker, a smart device built with sustainable materials and an open-source design. Anyone can 3D print their own cooker and even modify it!
Influencer Marketing with Italian Expertise
Knowing Italians’ culinary influence, Barilla partnered with Italian chefs to champion Passive Cooking. They then expanded to other credible voices to spread the message globally.
Irreverent Visuals Spark Curiosity
Changing cooking habits is tough. But Barilla knew that positioning Passive Cooking as innovative and cool would pique interest. Their collaboration with Toiletpaper Magazine’s irreverent, artistic style achieved just that.
