Mulino Bianco, return to its origins: Barilla entrusts communication to Armando Testa

Now the return. 'The launch of the new campaign, which is the result of important strategic and creative work,' reads the release, 'is planned for spring this year' and will continue 'with an integrated communication plan'

The relationship between the two companies did not end with Il Mulino. The note recalls: "A relationship consolidated over the years also by the work for Pan di Stelle, with campaigns always signed Armando Testa".

In the note, Marco Testa, Chairman and CEO of the Group, delivers a phrase that is both institutional and personal: 'We are very happy and very proud of this splendid opportunity, and we are grateful to the whole of Barilla for once again entrusting us with the management of such a prestigious brand'. The 'again' is weighty: it says that here we are not starting from scratch. One starts again from a shared grammar.

Mulino Bianco is still, after so many years, a piece of everyday life. You pull it out and discover that this brand, after so many years, still speaks. In the nineties, that 'family' was a perfect compromise between modernity and tradition: an Italy that came out of small kitchens and dreamed of green spaces, authenticity, slow time, but without giving up the convenience of the packaged product. Narrative, in short, acted as a bridge between desire and shelf. Today that bridge must be redesigned: new rhythms, new families, new sensibilities (including environmental and social), new platforms. The press release speaks of an 'integrated plan': it means that the story will not live on one screen and in one format. And if Mulino Bianco has always been a story, it must now become a natively multi-channel story, as well as an expression of multiple points of view.