Hit refresh on your social media strategies. Head to Social Media Week in NYC this April 9–11 for campaign insights, content inspiration and new industry connections. Register before March 4 to save 20% on your pass.
Even for the most discerning home cook, it’s a burden that lays heavy: cooking more pasta than you need.
That’s why, when it found out that one in four pasta dishes made globally are wasted, Italian pasta and sauce maker Barilla made tackling food waste its mission.
Drawing on the Italian tradition of using pasta leftovers as main ingredients (see: arancini and pasta frittata), it used World Pasta Day in October as the launch platform for a TikTok campaign to bring Nonna’s secrets to a new generation.
For “Second Life Pasta,” the brand’s agency LePub enlisted creators to hijack viral pasta videos, using TikTok’s Stitch feature, which lets people splice together multiple videos to create original content.