The service agreement entrusts Cursor with planning and execution of all promotional activities and events for Barilla Poland. The OEX Group member delivers top-to-bottom service to its client, from conceiving and providing graphic designs, through materials production, recruitment and training of personnel, and running events, to logistics and report preparation.
“The projects carried out for us by Cursor translate in equal measure to sales growth and brand awareness for Barilla and Wasa among the target consumer group. This was behind our decision to broaden the scope of our partnership”, said Marta Kąkolewska, Barilla Poland’s Trade Marketing Manager.
Cursor has been leading sales promotion projects for Barilla Poland since 2014. The partnership began with premium product tasting sessions departing from the norm and combining product promotion and dissemination of knowledge to consumers. Since then the scope and scale of the OEX Group member’s undertakings for the client has been growing steadily. In 2017 the partnership expanded to include design and production of material for projects, including POSM, stands and their requisites and apparel for personnel in attendance at events.
Cursor has held several hundred events for Barilla under the moniker COOKING SHOW, taking in the whole country. Its remit is also events at trade exhibitions, organising tasting sessions, and sampling campaigns. To date over 1.7 million portions of Barilla and Wasa have been given away in Cursor-led activities.
“In staging events to promote sales we count on proposing something with creativity, which will capture the consumer’s attention and create their engagement with the brand. Our well-developed field operation infrastructure makes nationwide and local events equally possible,” said Przemek Bogdański, Field Marketing Director at Cursor.
The Barilla Cooking Show is given by Cursor in hyper- and supermarkets and smaller-format multiples. Close to twenty promotions teams and set-up crews work on the project.
Barilla is an Italian maker of pasta and sauces of the highest quality on sale over the whole world for over 140 years. Among the brands belonging to Barilla is Wasa, a maker of crisp baked goods.