SECTORS: Design Strategy, Intercultural Marketing, Service Innovation, Food
CLIENT: Barilla
YEAR: 2011
MY ROLE:
Market- and trend research, persona and scenario creation, concept co-creation
PROJECT:
Team project, Master in Business Design, Domus Academy
1) BRIEF: to design a cultural marketing strategy for Barilla to enter the Chinese market.
2) RESEARCH: Chinese food market & gastronomic traditions research, cultural and media trends in China, user research, persona and scenario creation.
3) CONCEPT: FoodPollination is a discovery journey aimed at blending cultural and culinary traditions through cross-pollination. Pillars: Integration, Bottom-up, Inclusiveness
4) INGREDIENTS OF THE PROJECT:
- Inputs: two chefs, one Italian and one Chinese, a bus as a mobile food innovation lab where to experiment and cook fusion cuisine, a journey throughout urban and rural China.
- Outputs: a TV format documenting the journey, a new fusion recipe books, new products for the Chinese market
