The Objective
Barilla is an Italian family-owned food company established in 1877 and present in over 100 countries. The brand aimed to make a splash with the launch of its new organic account on TikTok, by landing an attention-grabbing campaign packed with engagement.
The Solution
In January 2020, TikTok Creator @jimmyrules32 posted a mysterious video inviting the TikTok community to eat a bowl of Rigatoni Pasta on May 24th 2021 to the sound of 70's-80's hit "Funky Town". When the video went viral, many users joined the movement and started posting reminders to #eatabowlofRigatoniPastaonMay242021 to the sound of "Funky Town".
Barilla jumped on the opportunity to join this already existing TikTok trend, bringing something very special to the party: "Funky Rigatoni", a revisited soundtrack of "Funky Town" made specifically to celebrate #RigatoniDay on May 24th. The brand launched the soundtrack using two In-Feed Ads in which Funky Rigatoni told the world about Barilla's arrival on TikTok, in style.
To ensure the brand launched with a splash, they partnered with one of TikTok’s most successful Creators, @khaby.lame , to create hilarious content hinting at the famous countdown for Rigatoni Day. In his TikTok, Khaby finally eats rigatoni to the beat of ‘Funky Rigatoni’. Users could take part in Rigatoni Day in creating engaging and funny content using Barilla’s music Funky Rigatoni.
The Results
The ‘Funky Rigatoni’ campaign really hit the spot, delivering over 1.28 million completed video views, showing just how much the ads captured the community’s imagination. The ads also drove a 14% engagement rate with 8,900 videos created using the ‘Funky Rigatoni’ soundtrack, which led to over 27 million video views and 2 million interactions, proving just how much the world really does love pasta – which is great when you’re the world’s largest pasta maker.
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