Edelman
Client: Barilla
Features: Bill Nye, Rachel Zoe, Wanda Sykes
CD: Tony Rogers
HOP: Pat Berry

Igniting a Passion for Pasta

Modern cultural and diet trends were causing a decline in sales of pasta, especially among millennials. Barilla wanted to use its position as the category’s leading brand to help that group of consumers think about pasta differently. Armed with a simple insight — millennials are a passionate generation — we developed a video series,“While the Water Boils.”

YouTube sensation and food “Passionista” Hannah Hart, the host of the show, met with cultural icons like Bill Nye, Rachel Zoe and Wanda Sykes to dish about life and the pursuit of their passions — all in the time it takes to prepare pasta.

THE IMPACT

• 1% year-over-year sales growth for pasta category and Barilla, the first time in many years
• 8.3 million+ minutes spent viewing the series on Barilla’s YouTube page and PassionForPasta.com in first season
• 24 million+ views, 387,000 engagements, 393 million impressions
• 150+% increase in YouTube subscribers