Buitoni is different from other pastas. In short, that's the challenge we had with this pasta brand: show that Buitoni stands alone in a crowded market full of "B-brands" (Bertolli, Barilla, the list goes on). We did this by going back to the source—literally. To assert the brand's authenticity, we traveled to Italy to Buitoni's official test kitchen to show that the inspiration for their freshly-made pasta actually has roots in the old world. Then we stirred in dozens of recipes on Pinterest that echoed the real life experience of our audience (it's loud, it's messy, but it's hers). Creative included a series of anthem videos, social posts and pins.