TV-LED CAMPAIGN FOR SINGLE-SERVE PASTA THAT COOKS IN 3 MINUTES
09/12/2011
360 "Re-Think Pasta™" Campaign Introduces Ronzoni Pasta Portions™
SYOSSET, N.Y., Sept 12, 2011 -- Millennium Communications, has developed a TV-led multimedia campaign to launch an innovative new product from New World Pasta's Ronzoni® brand.
The multi-faceted campaign, led by spot TV and incorporating print, FSI and online platforms, will launch Ronzoni Pasta Portions, an individual portion of Ronzoni pasta in a boil-in-bag, ready in just 3 minutes. The campaign, using the tagline "Re-Think Pasta," begins in mid-September in the New York market.
The 30-second TV spot has a music video feel to it, with a steady rock beat backing quick cuts, colorful slow-motion close-up photography. Instead of a voiceover announcer, on-screen copy punctuates the action with key copy points. As the Ronzoni Pasta Portions pouch is taken from the package and dropped into boiling water, copy proclaims "A single portion" and Cooks in three minutes." The product is shown being put on a plate and a jar of sauce is opened and poured onto the pasta. Other serving ideas are shown, as olive oil and oregano flakes are sprinkled and pasta is shown mixed with vegetables. Copy says "Quick meal, snack or side dish" and "Just right, just for you, anytime."
Millennium reported that the TV spots tested in the top 1 percent for recall by ASI. The launch also leverages print ads and online support that communicate the same messages. Regional FSI's will also be dropped.
Harrisburg, PA-based New World Pasta, the leading pasta manufacturer in the U.S., has partnered with Millennium Communications over the past three years to create a variety of online and off-line marketing programs for their broad range of brands that also include San Giorgio, Prince, Creamette, Skinner and others.
"We are truly proud of this effort," said Millennium's CEO Patrick Macri. "Under-standing the marketplace conditions and the brand's objectives, our team created work that is not only engaging, but scored well too. We are thrilled that New World Pasta entrusted the launch of this new product to us and we value our continued relationship."
"For the past three years, we have relied on Millennium to solve many marketing challenges from simple in-store tactics to large-scale advertising programs, said David Heimbecker, New World Pasta's Senior Director of Marketing. "When it came time to launch Pasta Portions, we were confident that Millennium would serve up creative solutions. Not only did they develop one campaign that scored in the top 1% of ASI, but the team developed three campaigns that scored in the top 8% of ASI's advertising database."
Millennium is working with TargetCast Media in New York for media planning and buying for Ronzoni.
About Millennium Communications Millennium Communications is a full-service marketing agency that merges inspired creativity with technical discipline. Founded in 1993 as a digital communications agency, Millennium provides a full range of solutions custom-designed to deliver positive ROI for clients, including promotional and online marketing, e-commerce, SEO, interactive media and social marketing campaigns, and advertising via traditional mass and targeted media.
About New World Pasta New World Pasta is a leading marketer and supplier of dry pasta and noodles in the United States, and dry pasta, noodles and rice in Canada. New World Pasta has such leading brands as Ronzoni®, San Giorgio®, Skinner®, Creamette®, Prince®, American Beauty®, Light ’N Fluffy®, Ronzoni® Healthy Harvest®, Ronzoni® Smart Taste® and Ronzoni Garden Delight® in the United States and Catelli® and Lancia® in Canada. New World Pasta has more than 600 employees in the United States and Canada. New World Pasta is a division of Ebro North America.
