On World Pasta Day, Barilla teams up with Publicis Italy/Le Pub and TikTok to launch #SecondLifePasta

On the occasion of World Pasta Day 2022, Barilla partners with TikTok to launch #SecondLifePasta, the new digital campaign signed by Publicis Italy/LePub that celebrates Italian inventiveness through discovering how to turn leftovers into tasty new recipes. In fact, by using TikTok's renowned stitch feature users can connect an existing viral recipe with their new one, creating original content.

It is estimated that households produced 570 million metric tons of food each year, accounting for 61 percent of the total1. And besides that, between eight and ten percent of greenhouse gas emissions, mostly in the form of methane, come from food waste worldwide. This is the strategic insight that informed the manifesto of the latest campaign that shows Barilla’s commitment to sustainable cooking.

Starting from this premises, the world leading pasta manufacturer rides this wave and hacks TikTok viral

recipes to inspire food lovers with a real “Sign of love” to the planet giving the pasta a second life while reducing waste. As engagement around food content has tripled in the last year and continues to grow2, Barilla strengthens its presence on TikTok with the aim to address its wide community with a strategic

entertainment first & purpose-driven approach, through a narrative that leverages new cultures and trends emerging on the platform.

“World Pasta Day was the perfect occasion for Barilla and Publicis Italy/LePub to enhance not only the brand narrative but its consistent commitment to fight food waste. By partnering with Tik Tok as main digital media driver of the campaign, we wanted to bond with the so-called GenT, their trends and their inventiveness. They are a creative community, ready to turn leftovers into something new, and re-interpret a traditional behavior with a brand-new spin. The campaign is a thoughtful and playful project where tradition and innovation are bridged. With this daily contribution and sign of love, the brand is once again demonstrating the commitment to generate awareness and make a powerful contribution to our planet” - Bruno Bertelli, Global CEO of Le Pub, Global CCO of Publicis Worldwide and CCO of Publicis Groupe Italy.

 

Every day, TikTok boosts people to discover diverse communities and new ideas, products, and places by connecting with diverse creators: a new generation of storytellers who have their finger on the pulse of the latest trends. The phenomenon of hashtag activations spreading across the globe inspires millions of users to pick up enthusiastically new hobbies, ingredients, and cuisines every day and to participate organically in powerful call-to-actions whether for a cause or for fun.

"TikTok is a platform where more than 1 billion people around the world share their passions, discover new things and dialogue with brands and creators in an authentic way" - says Adriano Accardo, Managing Director, Global Business Solutions Southern Europe at TikTok. 

PUBLICIS ITALY

Global Chief Creative Officer Publicis WW: Bruno Bertelli

CCO Publicis Italy: Cristiana Boccassini

CCO Publicis Italy: Mihnea Gheorghiu

Global Executive Creative Director: Riccardo Fregoso

Global Executive Creative Director: Selim Unlusoy

Associate Creative Director: Stefano Zanoni

Associate Creative Director: Roberto Ardigò

Art Director: Patrick Rossa

Copywriter: Mario Rasero

Head of Strategy: Niccolò Rigo

Strategy Director: Ricardo Coen

Strategic Planner: Elisa Fiorentini

Global Client Service Director: Simona Coletta

Groupe Client Service Director: Federica Papetti

Account Executive: Filippo Baldi

Junior Account: Federica Rossi

Global Head of PR and Communication: Isabella Cecconi

Digital PR Manager: Carol Verde

Head of Social and Content: Valentina Salaro

Senior Content Manager: Remigio Guerriero

Chief Production Officer: Francesca Zazzera

Producer: Martina Trozzi

Head of Digital Production: Vittorio Cafiero

Progress Managers: Elisa Petrone, Alessia Cornali, Silvia Bozzari

BARILLA

VP Global Marketing: Ilaria Lodigiani

Director, Global Newsroom, Content & Social Media: Will Radford

Content Lead/PR and Comms Manager: Dalila Salhi

Social Media and Content Manager: Nhoon Ahmed

Performance Strategy Manager: Tekayah Edwards

Content Manager: Clemmie Rubens