- Barilla is launching a new brand platform, “Tastes Like Family,” that ties into both its heritage with Formula 1 racing, and its current partnership with the world now known as F1.
- The platform is inspired by the true story of Luigi Montanini (who went by the name “Pasticcinio”), an Italian cook who became an unofficial institution around the Formula 1 paddocks, serving spaghetti meals for teams that they could share between races.
- The overall message is designed to encourage others to slow down, come together and rediscover the rituals that create true connection, even in unlikely places.
The campaign is brought to life through a series of videos recreating the Formula 1’s first Grand Prix, when Montanini first began preparing his pasta dishes. One spot dramatizes a story of two drivers pulling into the paddock at the end of a practice run. As one heads into his stall to eat a foil-wrapped sandwich alone, he notices the rest of his teammates heading to other areas. Curious, he walks to another stall where another team is gathered around a car, using it as a table for a pasta meal, and, before the driver can say anything, Montanini hands him a plate and encourages him to sit down. Soon, they are all enjoying time together, and the spot ends with historical photos that come up to drive the point home that the story is based on true events.
A behind-the-scenes film features an older Montanini recalling memories (dramatized in flashback to the same era of the Grand Prix championship) of the teams coming together to eat in the stalls, using the cars as a table and the camaraderie that it created. A series of social videos will also feature Montanini speaking about the history of cooking and serving food in the paddock and how that helped create a spirit of friendly competition.
“At its core, this campaign is about how food is at its most powerful when it brings people together – not just as fuel for the body, but for human connection. Whether gathering around a racecar with supposed rivals or gathering around a table with family to enjoy a treasured pasta dish, food is the common denominator,” said Adam Lisook, U.S. vice president of marketing at Barilla. “We want consumers to feel that Barilla’s heritage goes beyond pasta – it’s about culture, belonging and those shared moments that bring us closer together.”
The campaign also introduces Barilla as an “official partner” of F1 as it finishes out the 2025 season. In addition to reaching the sport’s fervent, global and younger-skewing audience, the company has a strong connection to F1. In addition to Montanini’s story, Barilla Group’s Deputy Chairman, Paolo Barilla (who is also a member of the company’s founding family) is a former F1 driver.
“With Paolo as a bridge, we’re able to bring to life a story that feels personal, nostalgic and credible with motorsport and culinary fans alike,” Lisook said. “This precise connection is what inspired our new brand platform, Tastes Like Family – a reminder that even in the most competitive environments, food is a connection point that brings people together in a shared moment of camaraderie.”
Formula 1 has a global fanbase of 826.5 million, up 90 million from 2023 season, according to Nielsen Sports, offering a massive fan base for the pasta brand to reach.
The brand worked closely with F1 to recreate the look and feel of the original Grand Prix from 1979 to ensure the pieces were authentic. “We approached this campaign with deep respect for Formula 1 and our own legacy,” Lisook said. “Leveraging Paolo’s racing past and Pasticcino’s nostalgic story as the foundation helped us access these assets in a way that felt meaningful and authentic for both parties.”
The F1-inspired films and campaign will launch a global “Tastes Like Family” platform that will guide Barilla’s communications throughout 2025 and beyond. The campaign will run across linear TV, digital, out-of-home, social and other channels, and will be adapted for multiple countries.
