# Haunting Pasta Projects Barilla's #CreepyPasta Tag Shares User-Generated Horror Stories By Laura McQuarrie | Published 2021-11-03 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/creepypasta References: [fabnews.live](https://fabnews.live/this-halloween-barilla-reveals-what-the-real-creepypasta-is/) & [tiktok](https://www.tiktok.com/@barilla?_d=secCgwIARCbDRjEFSACKAESPgo8bcQ%2BSlxQ8gXR3hY%2BgiLVMAMaMgcDwquV9Mw0ZD1afLXm9QBJUkgPG5DH16IzjSVBDTD2OUupa%2BUDSogHGgA%3D&language=it&sec_uid=MS4wLjABAAAA8rHLfmPdXnarGXa7MtfzcAYWxrjcAIPHKSuwQMTjMED1NmwN0sxsmCmzDSSIU1an&sec_user_id=MS4wLjABAAAAp4_DILbvhcyuylzAltkQfg9NeWwv1bi9pT2fbMmesfptF2Afa6vflX3yYUhFM6Na&share_app_id=1233&share_author_id=6790461853530571781&share_link_id=7d48d3b0-ddea-4afb-bfee-7af6f6d968a6×tamp=1635846603&u_code=dcel8hibm3h540&user_id=6829673295270544389&utm_campaign=client_share&utm_medium=android&utm_source=copy&source=h5_m&_r=1)  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](https://www.trendhunter.com/trends/heinz-pasta-sauces) 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](https://www.trendhunter.com/trends/tinder-5) duo @Lionfieldmusic to encourage other users on the platform to share their own creepy pasta stories. ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 50% | Activity: 64% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Gen Z - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Viral Recipe-driven Marketing:** Brands can leverage popular recipes to engage users and drive sales. - **User-generated Content Campaigns:** Companies can inspire user creativity and engagement through content campaigns that encourage user-generated content. - **Social Media Inspiration:** Brands can take advantage of social media trends to attract younger audiences and gain exposure. ### Who This Affects Most - **Food Retail:** Food retailers can use innovative content campaigns to attract and retain customers. - **Social Media:** Social media companies can offer creative marketing solutions to brands looking to attract younger audiences. - **Advertising:** Advertising agencies can provide strategic and creative services to brands for innovative content campaigns. ## Related on Trend Hunter - [Eco-Friendly Pasta Campaigns](https://www.trendhunter.com/trends/world-pasta-day.md) - [Quirky Pasta-Defying Campaigns](https://www.trendhunter.com/trends/national-noodle-day-initiative.md) - [Social Media-Inspired Pasta Sauces](https://www.trendhunter.com/trends/heinz-pasta-sauces.md) - [Festive Limited-Edition Pastas](https://www.trendhunter.com/trends/barilla-snowfall-pasta.md) - [Pasta Box Tickets](https://www.trendhunter.com/trends/togetherness-tickets.md) - [Food-Inspired Costume Contests](https://www.trendhunter.com/trends/kraft-natural-cheese.md) - [Distorted Burger Campaigns](https://www.trendhunter.com/trends/ailloween.md) - [Virally Inspired Virtual Menus](https://www.trendhunter.com/trends/creators-kitchen-as-seen-on-tiktok.md) - [Micro-Engraved Premium Pastas](https://www.trendhunter.com/trends/barilla-al-bronzo.md)