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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.
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
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