Barilla created its own 'Rigatoni Day' campaign for TikTok
Brand is capitalizing on a viral post about eating a bowl of pasta
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More than a year ago @jimmyrules32 posted a video on TikTok accompanied by text inviting people to eat a bowl of rigatoni on May 24, 2021 ("eat a bowl of rigatoni pasta on May 24th 2021"), to the rhythm of 80s pop tune "Funkytown." The video got 41 million views. Now, pasta brand Barilla is leaning into "rigatoni day" with its own campaign.
@jimmyrules32 ###eatabowlofrigatonipastaonmay242021 ##epicwin
♬ Funky Town - 70s Hits
Agency We Are Social Italy created Barilla's own video version of "Funkytown" with lyrics all about making a bowl of pasta. A 15-second ad featuring the tune is posted on TikTok, and Barilla has partnered with Italian TikTok influencer Khaby Lame, who has created his own video showing people how to eat the long-awaited bowl of rigatoni.
It's the latest music-themed campaign from Barilla, which earlier this year teamed up with Spotify to create a series of playlists with tracks that double as timers for cooking pasta. And, it's also yet another example of a brand piggybacking on user created content on TikTok—following the likes of Ocean Spray, which famously seized on a viral video featuring Nathan Apodaca drinking cranberry juice.
Credits
- Date
- May 25, 2021
- Client :
- Barilla
- Agency :
- We Are Social
- Executive Creative Director :
- Alessandro Sciarpelletti
- Executive Creative Production Director :
- Daniele Piazza
- Associate Creative Director :
- Stefano Cucinotta
- Associate Creative Director :
- Andrea Fumagalli
- Art Supervisor :
- Daria Paraboni
- Senior Creative :
- Laura Venuti
- Art Director :
- Camillo Addis
- Art Director :
- Annelise Papaleo
- Editorial Supervisor :
- Giuseppe Schiavone
- Editor :
- Fabrizio La Ferla
- Account Director :
- Luca Di Palma
- Account Manager :
- Lucia Magni
- Account Executive :
- Alessia Savino
- Writer :
- Enrica Barberis
- Head of Strategy :
- Bruno Tecci
- Strategy Supervisor :
- Marta Prosperi
- Research & Insight Director :
- Matteo Starri
- Research & Insight Supervisor :
- Donato Falotico
- Senior Research & Insight Analyst :
- Biagio Bleve
- Senior Research & Insight Executive :
- Marisa Bacchin
- Senior Research & Insight Executive :
- Marisa Bacchin
- Senior Research & Insight Executive :
- Giulia Di Fiore
- Head of We Are Social Studios :
- Sandro Amabili
- Producer :
- Amalia Sylos Calò
- Music Production :
- Hoodooh
- International Digital Manager :
- Lucia Dedomenici
- International Digital Coordinator :
- Roberto Facconi
- TikTok Vertical Lead FMCG :
- Chantal Lisot
- TikTok Client Solution Lead :
- Vincenzo Ippolito
- TikTok Client Solution Manager :
- Federica Carpanzano
- TikTok Group agency Lead :
- Chiara Crescini
- TikTok Agency Partnership Manager :
- Alessandro Giovanelli
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