The Mill’s Charter
Agency: INC
Client: Barilla Mulino Bianco
2020 | Corporate/CSR

Biodiversity is critical for safeguarding global food security. Food brands are expected to take action and to fostering biodiversity and supporting farmers. Barilla’s iconic brand Mulino Bianco wants to be a part of the solution and in 2019 relaunched its commitment to a clean and nature-friendly agriculture with “La Carta del Mulino / The Mill’s Charter”, a guideline realized with WWF Italy to guarantee the use of 100% sustainable and environmental-friendly wheat for all its products.

We implemented a “PR First” strategy in order to raise awareness on the brand purpose 2 months before the marketing launch. The creative idea: the event was held inside Mulino Bianco’s factory, where media, stakeholders and influencers witnessed the birth of the first “sustainable biscuit” made according to The Mill’s Charter. 

We engaged media and stakeholders let them imaging ‘to explore a cookie factory and taste a biscuit that supports farmers and fosters biodiversity’