Pasta Evangelista for Ronzoni
The hub of this campaign from Millennium Communications is a seven-episode cooking show, starring Pasta Evangelista, kitchen diva. The series is cross-promoted with e-mail marketing, a facebook tab and a you tube channel. Pasta Evangelista is also a key part of “It Pays to Eat Pasta” a microsite full of recipes, coupons, new product info and more.
A :30 trailer introduces the series.
This episode, "Pasta is Hot" dispels many of the health myths associated with pasta.
A social media campaign quickly tripled fans and amplified conversations about pasta.
Pasta Evangelista goes rogue with her nutty sidekicks in this music video. I wrote the lyrics and hired some maniacs to make it happen. The marketing idea is simple: when you open a box of pasta, cook it all and save some for later.
Pasta Evangelista signs off each episode with "it pays to eat pasta." That line also serves as the anchor for a robust microsite full of content that is inspired by social media listening.