Open Carbonara and Open Recipes

Agency: LePub


The world is becoming more multi-faceted and multi-cultural, so it seems only natural for food to do so as well. That’s why Barilla, in collaboration with Publicis Italy / Le Pub, is heating up the pasta world making traditional pasta recipes more inclusive. The joint ambition of this effort is for everyone to have a seat at the table and enjoy the genius of Italian food.

It’s no secret that food has the power to strengthen relationships through positive connections and shared experiences. Today, however, food has become a cause of exclusion for many people around the world, due to health conditions, culture, or personal choices. With new research showing that more than half of global respondents (57%) said that they have to deal with a food intolerance or special dietary requirements, Barilla is celebrating this year’s Carbonara Day by launching 'Open Carbonara': a new recipe inspired by the original but reinterpreted as a sign of love for moments to be experienced together.

The Italian premium pasta brand is now proposing this new version of Carbonara, the most searched Italian classic on the web, as research finds that more than a third of people surveyed (36%) claimed to feel closer to dining guests when sharing the same dish.

However, nearly half of 2000 participants (47%) admitted that they don’t invite friends or family over for a meal because they don’t feel able to cater for different dietary needs. This is why Barilla has delved deep into its Italian roots and called in a team of food experts to create an Open Carbonara recipe. Led by Michelin-starred chef Marco Martini, already known for his innovative take on traditional Roman cuisine, a team of six renowned chefs from different culinary traditions and backgrounds (specializing in Halal, Kosher, lactosefree and vegan cuisine) put their heads together to create the new rendition of the Italian classic.

Marco Martini, Michelin Star chef, says: “Pasta is a meal known for being accessible: it’s easy to buy and cook. Taking on the challenge to make a beloved recipe open to others who have food allergies and intolerances and moving away from the conscious choice not to eat meat, was a great exercise as a chef. It’s really inspiring to have been able to take inclusivity, a cause I am passionate about, and apply it to improve something people can enjoy every day. I hope that this will help pasta lovers realise that with some tweaking, they can enjoy amazing new recipes too.”

The Open Carbonara recipe was carefully curated to preserve the integrity, texture, and flavour of the traditional one. The research led by Barilla reveals that 40% of respondents stated they would be more likely to cook for friends if they could serve one dish for everyone rather than a few different ones, and almost half of those surveyed (47%) said that they feel more relaxed when cooking one meal that will cater to everyone.

To launch the new recipe and raise awareness of the need for greater food inclusion, Barilla and Publicis Italy / Le Pub created a docufilm directed by Simone Godano, featuring the entire team of chefs telling the true story of how the Open Carbonara project was born. It all started in a school canteen, where Martini’s daughter discovered that not all children could eat the food that was being served. That’s where the idea of an allembracing Carbonara came from. In fact, nowadays, schools are one of the most common places for people from different cultures to meet and therefore also the right environment to learn what openness really means.

This professional campaign titled 'Open Carbonara and Open Recipes' was published in Italy in April, 2023. It was created for the brand: Barilla, by ad agency: LePub. This Film medium campaign is related to the Food industry and contains 1 media asset. It was submitted 6 months ago.


Global CEO Le Pub, Global CCO Publicis Worldwide, CCO Publicis Groupe Italy: Bruno Bertelli
CCO Publicis Italy: Cristiana Boccassini
CCO Publicis Italy: Mihnea Gheorghiu
CCO Publicis Italy: Francesco Poletti
Global Executive Creative Director: Riccardo Fregoso
Global Executive Creative Director: Selim Unlusoy
Associate Creative Director: Daniela De Seta
Associate Creative Director: Alessandro Agnellini
Art Director Supervisor: Andrea Raia
Copywriter Supervisor: Matteo Gatto
Head of Strategy: Niccolò Rigo
Senior Experience Strategist: Antonio Jorgaqi
Senior Digital Strategist: Margherita Tuvo
Data Strategist: Andrea Battista
Social Media Analyst: Alberto Mura
Junior Data Analyst: Federica Parisi
Global Client Service Director: Simona Coletta
Groupe Client Service Director: Federica Papetti
Account Supervisor: Roberta Di Ponzio
Account Executive: Giovanni Spadola
Global Head of PR and Communication: Isabella Cecconi
Digital PR Manager: Carol Verde
PR Manager: Eleonora Botta
Head of Social and Content: Valentina Salaro
Senior Social Media Manager: Remigio Guerriero
Chief Creation Officer: Francesca Zazzera
Senior TV Producer: Antonella Capella
TV Producer Assistant: Eva Maio
Head of Digital Production: Vittorio Cafiero
Digital Project Manager: Ornella Scarparo
Head of Creative Technology: Mauro Mazzei
Digital Designer: Serena Murgia
Production and print managers: Tina Paolella, Daniela Inglieri
Progress Managers: Elisa Petrone, Alessia Cornali

Title: JERUSALEMA (feat. Nomcebo Zikode)
Author: Kgaogelo Moagi, Nomcebo Nothule Nkwanyana
Master: Master KG feat Nomcebo Zikote
Music Company: Warner Music France / Africori
(P) 2020 Open Mic Productions / Courtesy of Warner Music Italy
Publisher: © 2019 Emazulwini Production And Projects Pty Ltd / Tisle Fuels
Licence courtesy of Sony Music Publishing Italy Srl / Warner Chappell Music Italiana S.r.l.
Original Score: Magma Music Agency
MUSIC SUPERVISION: Michael Bertoldini
MUSIC PRODUCERS: Seppl and Gyo Kretz

Regia: Simone Godano
Dop: Cristiano Di Nicola
Chef Testimonial: Chef Marco Martini

Squad Team:
Asma Khan
Jasmine Guetta & Manuel Kanah
Giulia Tomelleri
Victoire Gouloubi

Location: Roma
Scenografia: Veronica Rosafio
Stylist: Alessandra Trippetta
Make Up/Hair: ilaria Zamprioli
Food Stylist: Francesca Alberoni
Casa Di Produzione: Brw Filmland
Executive Producer: Caterina Bussinello
Producer: Alice Chauvain
Production Manager: Daniele Esposito
Producer Post: Cristina Moio
Montaggio: Stuart Greenwald / Roberto Pileri
Post-Produzione Video: Tex Srl
Color: Grande Mela
Post-Produzione Audio: Sample Srl



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