WHILE THE WATER BOILS

The Challenge

Modern cultural and diet trends were causing a decline in sales of pasta, especially among millennials. Barilla wanted to use its position as the category’s leading brand to help that group of consumers think about pasta differently.

The Strategy

Armed with a simple insight — millennials are a passionate generation. We developed a video series to help ignitie a passion for pasta, “While the Water Boils.” YouTube sensation and food “Passionista” Hannah Hart, the host of the show, met with cultural icons like Bill Nye, Rachel Zoe and Wanda Sykes to dish about life and the pursuit of their passions — all in the time it takes to prepare pasta.

Results

  • 1% year-over-year sales growth for pasta category and Barilla, the first time in many years

  • 8.3 million+ minutes spent viewing the series on Barilla’s YouTube page and PassionForPasta.com in first season

  • 150+% increase in YouTube subscribers

  • 24M Views, 387K Engagements, 393M Impressions

Role: Post Production

TRAILERS

EPISODIC TEASERS

EPISODES

HOME AWAY FROM HOME

During the first 10 weeks of school, 94% of college students feel homesick. And home-cooked meals rank among the top three things they miss the most, according to a nationwide survey commissioned by Barilla, the pasta company. Pasta was cited as a home-cooked favorite, giving Barilla reason to create a Home Away from Home Kitchen offer for students in Madison. Wis. From Oct. 19-22, college students can place an online order for Rigatoni Carbonara, Lasagna, Spaghetti and Meatballs or Macaroni and Cheese.

Role: Photographer

FRITTATA DI SPAGHETTI

Barilla’s Executive Chef of America gives us a tutorial on how to make his famous frittata di spaghetti recipe.

Role: Shoot through Post Production

TOMATO FARM SUSTAINABILITY

What makes Barilla’s products good is the care and attention they put everyday on improving our processes to reduce our impact on the planet. Take a peek behind the curtain into Barilla’s tomato farming production process and how they continue to innovate sustainably.

Role: Shoot through Post Production

TALKING PASTA

A registered dietician nutritionist helps an average joe understand the nutritional benefits of pasta.

Role: Shoot through Post Production