Inspired by the popular #CreepyPasta tag and real "creepy" habits related to pasta, Barilla engaged fans this Halloween in a fun way. The brand set out to reveal the true meaning of #CreepyPasta by sharing real-world horror stories and scary ways to prepare and enjoy pasta. The pasta brand shared three animated videos on TikTok based on horrors like broken spaghetti, chewy overcooked penne and splattered pasta sauce.
The Gen Z Halloween project taps into a popular place for finding inspiration, stories and viral recipes like the popular baked feta pasta that took off earlier this year.
Barilla also collaborated with TikToker duo @Lionfieldmusic to encourage other users on the platform to share their own creepy pasta stories.
Haunting Pasta Projects
Barilla's #CreepyPasta Tag Shares User-Generated Horror Stories
Trend Themes
1. Viral Recipe-driven Marketing - Brands can leverage popular recipes to engage users and drive sales.
2. User-generated Content Campaigns - Companies can inspire user creativity and engagement through content campaigns that encourage user-generated content.
3. Social Media Inspiration - Brands can take advantage of social media trends to attract younger audiences and gain exposure.
Industry Implications
1. Food Retail - Food retailers can use innovative content campaigns to attract and retain customers.
2. Social Media - Social media companies can offer creative marketing solutions to brands looking to attract younger audiences.
3. Advertising - Advertising agencies can provide strategic and creative services to brands for innovative content campaigns.