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PERONI NATIONAL PASTA DAY

The Ask

Generate awareness and consideration for Peroni masterbrand for Fall 2021 and beyond while bringing to life the “Live Every Moment” brand purpose through an impactful PR program rooted in media and influencer engagement. 

The Pomp

Generate awareness and consideration for Peroni masterbrand for Fall 2021 and beyond while bringing to life the “Live Every Moment” brand purpose through an impactful PR program rooted in media and influencer engagement. 

The Approach

To celebrate #NationalPastaDay, we partnered with notable chefs from Italian restaurants in Toronto and Vancouver to create exclusive pasta dishes designed to inspire Canadians to “Live Every Moment” with their recipes inspired by moments like date nights, celebrations, and more. To amplify the program and content, we created an influencer program where we gifted the pasta kits, Peroni Nastro Azzurro, as well as the other items they would need to creators in Toronto and Vancouver, to enjoy those special moments in their lives: creating inspiring (and mouth-watering) content along the way. This amplification was coupled with paid partnerships with 8 micro-influencers, to co-curate content, messaging, drive awareness and sales of the kits. Alongside our chefs, we created a content series of step-by-step cooking videos, where each chef taught you how to make their recipes at home. This Peroni-owned content now lives on the official Peroni Instagram and was shared with influencers and consumers alike to create their experience at home. With the recipes created, we leveraged National Pasta Day as a news hook alongside our chefs and recipes for content opportunities in addition to earned media opportunities. To further bring this to life, we partnered with food delivery apps UberEats and Ritual to allow Canadians to order the pasta kits along with 6-packs of Peroni Nastro Azzurro for 2 days only, leading up to #NationalPastaDay!

The Impact

The Peroni National Pasta Day campaign generated over 1 million traditional media impressions and 4 million social impressions through our paid and earned influencer coverage.

The Pomp

Generate awareness and consideration for Peroni masterbrand for Fall 2021 and beyond while bringing to life the “Live Every Moment” brand purpose through an impactful PR program rooted in media and influencer engagement.