20-time grand slam champion Roger Federer is keeping busy away from the court by teaming up with Italian masterchef Davide Oldani in a new advertising campaign for Barilla Pasta.
The Swiss No.1 will feature in four 15-second commercials on Italian TV to promote three of their products. Wholewheat and 5-Cereal Pasta, Salsa Pronta [Ready-Made Sauce] and Ragù Classico. The idea of the campaign is for Oldani to teach Federer ‘four new lessons developed to test him and further improve his cooking skills.’ Federer will use two ready-made sauce recipes and two pasta recipes provided by Oldani to try to achieve ‘something classic with a touch of creativity.’
Each video has been designed to illustrate a goal of the business. A approach Barilla has described as ‘four master classes that combines tradition with creativity.’ Each advert is associated with a lesson and a keyword.
Simplicity – the reference is to the “ID” of the pasta sauce, the tomato sauce, which Barilla says its offers in its ‘simplest and most authentic form.’
Respect – is dedicated to Bolognese meat sauce. Which Barilla describes as a ‘emblematic Sunday lunchtime recipe that Barilla offers in a traditional version: long cooking time, traditional soffritto and meat from Italian farms.’
Barilla’s 5-cereal pasta – a new product by the company that was inspired by Oldani that Federer prepares. The “5-cereal pennette” is seasoned with orange juice, almonds, peas and zucchini.
Surprise – the final stage that brings the process of improving Federer’s cooking skills to a close.
In May 2017 Federer signed a new deal with the Barilla Group. According to Forbes Magazine, it is the largest pasta company in the world with $3.7 billion in sales. The ‘long-term’ deal makes the 36-year-old a global ambassador for the brand.
“For years it has been my dream that Roger could join Barilla in the fascinating mission of helping people eat better, in favor of their health and the sustainability of the Planet,” Vice Chairman Luca Barilla said last year.
Federer is currently absent from the tour after choosing to skip the clay season to rest. He is set to return to action next month at the Mercedes Cup in Stuttgart. So far this season, he has won 17 out of 19 matches played on the tour. Claiming titles at the Australian Open and in Rotterdam. He is currently ranked second in the world rankings.
