• by Karlene Lukovitz  @KLmarketdaily, November 5, 2010

One campaign, for New World Pasta's Ronzoni Healthy Harvest whole-grain pasta, is themed "Healthy Ha!," and encourages consumers to engage in two heart-healthy activities:  laughing and eating the whole grain/high fiber/Omega-3-enriched pasta brand. 

The digital campaign employs animated online banners showing a person having a hearty laugh and asking "What's So Funny?" to drive click-throughs to a microsite offering cartoons and an app enabling users to caption cartoons themselves.  

A second New World campaign, for a new Quick Cook Pasta marketed under several brands, spans digital and traditional media and uses the headline "3 Minutes to Dinner" along with an image of an hour glass filled with pasta (in the banner execution, the pasta runs through the glass).

Both campaigns are from New York-based marketing agency Millennium Communications.