Agency: Publicis Italy/LePub


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 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.

This professional campaign titled '#SecondLifePasta' was published in Italy in October, 2022. It was created for the brand: Barilla, by ad agency: Publicis Italy/LePub. This Integrated medium campaign is related to the Food industry and contains 2 media assets. It was submitted 11 months ago.


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

Vienna Tourist ...


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.