The history of the new campaign is inspired by the first cook of Formula 1 “Pastry”
As in the family. This is the message of the new Barilla spot, presented on the occasion of the weekend of the Italian Grand Prix and part of the collaboration between the Regina of Motorsport and the Italian Pasta brand, announced this year on the occasion of the Bahrain GP. In Monza, where Made in Italy meets the speed, Barilla thus presented the new campaign, inspired by the story of “Pastry”, the first cook of Formula 1 which – between the 70s and 80s, brought the real cuisine into the paddock of the Motorsport.
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In the spot Barilla is in fact seen how, even after a hard competition on the track, sports rivals can sit to eat a plate of pasta together – in this case around a single -seater in a box – and thus find common ground to leave the results on the track. For the launch of the new Barilla campaign he organized a unique lunch in Monza: a Formula 1 legends table that was able to enjoy a plate of spaghetti Barilla cooked by Massimo Bottura, chef with three Michelin stars. The former pilots Nico Rosberg, Jacky Stewart, Giancarlo Fisichella, Vitantonio Liuzzi and Jacky Ickx, who before lunch had the opportunity to complete a tour of the Monza racetrack at the wheel of his 312 B 1970, were present at the Formula 1 “table 1”. A special occasion made possible by Paolo Barilla, a former pilot and vice -president of the Barilla Group, owner of 312 B. A day of food and speed, in a family atmosphere: “Having gathered so many friends and legends of Formula 1 here is an immense joy and pleasure – said Paolo Barilla – this is the magic of pasta and being Italian together, who manages to put all sitting around the same table”. A magic born, in the paddock, with pastry and with the intuition of the search for a tranquility, in an environment of chaos and speed, which Barilla reports today in Formula 1.