Barilla created its own 'Rigatoni Day' campaign for TikTok

Brand is capitalizing on a viral post about eating a bowl of pasta

Published On
May 25, 2021

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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.


###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. 


May 25, 2021
Client :
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
Cdp :
The Blink Fish + Ocular Lab
Music Production :
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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