“For us it means to offer people tasty and wholesome products, made with selected raw materials coming from sustainable supply chains. In this vision, packaging also plays a key role,” Lodigiani said.
The brand has also been making strides toward sustainable practices in its business, such as producing its blue boxes using virgin fiber, with more than 99% of paper sourced from responsibly managed forests that are FSC certified, according to Lodigiani.
This is not Barilla’s first sustainability-minded campaign. In 2022, the brand tackled food waste with “Second Life Pasta,” enlisting TikTok creators to turn their leftovers into delicious new creations. The work won the Grand Prix at the TikTok Ad Awards last year.
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