Agency: We Are Social
More than a year ago @jimmyrules32 posted a video on TikTok accompanied by text inviting people to eat a bowl of rigatoni on May 24, 2021 ("eat a bowl of rigatoni pasta on May 24th 2021"), to the rhythm of the song from the 70s/80s, "Funkytown". The set date, #EatABowlOfRigatoniPastaOnMay242021, was broadcasted on TikTok to the tune of the historic hit; amassing over 41 million views, giving birth to a real movement. Barilla has decided to join the “Rigatoni Lovers” celebrations with a revisited version of this worldwide success with a Rigatoni theme.
To kick-off the "Rigatoni Day" celebrations, Barilla has partnered with exceptional TikToker - Khaby Lame - who has finally shown people how to eat the long-awaited bowl of rigatoni, with his unmistakable irony.
This professional campaign titled 'Funky Rigatoni' was published in United States in May, 2021. It was created for the brand: Barilla, by ad agency: We Are Social. This Integrated medium campaign is related to the Food industry and contains 1 media asset. It was submitted almost 2 years ago.