alexa, apri barilla

When Amazon introduced Alexa to the Italian market, we asked a crucial question: what moments generate the most interaction with the device, and where in the home do these interactions occur most frequently?

The answer was clear: the kitchen and the living room dominated. This, combined with the growing interest of Italians in gourmet cooking and Barilla's collaboration with star chefs, inspired us to a bold idea:

Bring some of the world's best chefs into people's kitchens, allowing them to interact directly with those who wish to prepare unique courses, just saying “Alexa, apri Barilla”.

We involved four star chefs – Davide Oldani, Lorenzo Cogo, Pietro Leemann, and Viviana Varese – asking them to create recipes that could guide home cooks.

Our campaign consisted of a series of dedicated content, amplified by influencers who, during the launch event, cooked guided by the Alexa Skill.

The chefs explained each step, creating a unique experience. For Barilla, it was a fantastic opportunity to enter people's kitchens in a different way, not just with their products, but through a real conversation.