Make Pasta Exciting Again


Changing the dialogue around pasta.

Like a lifelong friend, pasta can be underappreciated – relegated to the place of standards in your weekly menu. So, when Live Naturally and Barilla partnered to change attitudes around pasta -- particularly among men, small households and Gen Z -- we dug down to the root of the thing.



Like that old friend, pasta had, for some, become passé. Enter the “BLANK CANVAS” approach. Using interactive menu-builders and 30-minute meal plans that highlight versatility, we’ve changed attitudes.

Photo credit : Aislinn Kotifani


Photo credit : U.S. Ski Team, Max Hall


Enter the Superstars! Leveraging influencers -- Chef Lorenzo and Mikaela Shiffrin -- tied to key lifestyle and demographic segments, we’re changing the pasta dialogue.



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