Barilla: Tastes Like Family

The Problem
In today’s hyper-connected yet emotionally distant world, 63% of people eat alone during the week. There’s a growing need to reconnect and rediscover the small rituals that foster emotional closeness, even in fast-paced or high-pressure environments.

The Solution
Barilla’s Tastes Like Family campaign demonstrates how food can bring people together, using the story of Luigi Montanini (“Pasticcino”), an Italian cook who created moments of togetherness in the high-pressure world of Formula 1 by sharing improvised meals and plates of pasta. Through a global TV commercial directed by Stefano Sollima, with music by Nicola Piovani and design by Leonardo Sonnoli, the campaign inspires audiences to slow down, share a meal, and reconnect with loved ones—turning the familiar act of eating into a meaningful moment of connection.