The Most demanding Critic

Milaneza launched a refined pasta range with a handcrafted appearance, enhanced sauce retention, and a focus on authentic origins. After identifying that passionate cooks value this innovation, the brand partnered with chef José Avillez, aligning the pasta’s sophistication with his reputation for excellence. The campaign, titled “The Most Demanding Critic,” showcases Avillez preparing a dish for himself, highlighting the product’s premium quality. The range surpassed sales expectations, leading Milaneza to expand production and consider new additions to the portfolio.