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.