food

New World Pasta Launches Two Campaigns

by Karlene Lukovitz , November 5, 2010

New World Pasta, makers of dry pasta and noodle products sold in the U.S. under brands including Ronzoni and San Giorgio, has launched new campaigns to support the introduction of Quick Cook Pasta and drive growth for Ronzoni Healthy Harvest.

Both campaigns were created for New World by Millennium Communications, a New York-based full-service marketing agency.

Quick Cook Pasta -- which takes just three minutes to cook, as opposed to the usual 7 to 12 -- is being marketed under the Ronzoni, San Giorgio, Creamette, Skinner and American Beauty brands.

Print, out-of-home and digital pay-per-click banners are using a direct approach: an image of an hourglass filled with pasta, with the headline "3 Minutes to Dinner." In the animated banner (which includes a button to access a coupon), the pasta runs through the hourglass.

The banners are running on sites including Disney, Evite and Yahoo. Print ads are running in Woman's Day, Good Housekeeping and Parents, and the out-of-home ads are posted in New York metro area commuter train lines and bus shelters and on the New Jersey Turnpike, according to Millennium strategic planning director Janine Prestegaard.

Meanwhile, the Ronzoni Healthy Harvest line, which has focused on straightforward benefit presentations of its whole grain/fiber/Omega-3 ingredients since its launch in mid 2002, is turning to humor to differentiate itself more clearly from other heart-healthy products.

The new, all-digital campaign's "Healthy Ha!" theme plays off the brand's name and the fact that "both heart health and laughter help people live longer," bringing personality to the brand and encouraging engagement, says Millennium creative director John Murphy.

This campaign centers on a Ronzoni Healthy Harvest microsite offering pasta-themed cartoons, some licensed from Animated banners on sites such as Yahoo, Rachael Ray, Reader's Digest and Weight Watchers grab attention and encourage click-through to the microsite by showing a person enjoying a hearty laugh, with the headline "What's So Funny?" A search campaign, primarily through Google, is also underway.

Since the Millennium-created Healthy Ha! Facebook app launched four weeks ago, Ronzoni Facebook fan page fans have increased sixfold, according to the agency.

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1 comment about "New World Pasta Launches Two Campaigns ".

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Erin Kaese from Athletic-Minded Traveler LLC, November 5, 2010 at 4:17 p.m.
Here is what I don't understand. Is the consumer really going to think "health" from brands/products that advertise as such. I think they are more apt to think "it's not bad for me." Especially for consumer food brands, the product lines often include not so healthy fare. There are few brands that really do project "healthy". Kashi does a good job as does Nature's Path, and Barbara's Bakery.
Here is how New World could let actions demonstrate its commitment to healthy -- rather than just words:
1. on its site, for meal solutions center, it could include low-fat and healthy recipes with nutrition data. Cream sauce is not healthy
2. align with a company devoted to being healthy. do some cross-marketing/grass roots marketing. again actions over words. of course, Athletic-Minded Traveler would be a good one to align with!
It's great to see a commitment to health, but I'd like to see more depth. www.athleticmindedtraveler.com
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