2025

Sharing a meal has the power to bring people closer, even in a world that often keeps them apart. This simple truth is at the heart of the brand’s new global platform “Tastes like family”.

The launch campaign takes inspiration from the true story of Luigi Montanini, also known as Pasticcino, an Italian cook who, beginning with his first Grand Prix in 1979, became an unofficial institution in the paddocks. Through improvised meals, a generous spirit, and countless plates of pasta shared between races, he created an unexpected space for togetherness in one of the sport’s most high pressure environments.

ADCI Awards / 🥇GOLD / Branded Entertainment
ADCI Awards / 🥇BEST USE OF YOUTUBE / Brand Entertainment
ADCI Awards / 🥈SILVER / Film
ADCI Awards / 🥈SILVER / Film Craft
ADCI Awards / 🥉BRONZE / Film Craft