Amazon isn’t the only one cashing in on TikTok…Barilla is capitalizing on an organic pasta trend on the app this month. 

Amazon isn’t the only one cashing in on TikTok…Barilla is capitalizing on an organic pasta trend on the app this month. Last year, TikTok user @jimmyrules32 posted a video to the beat of Lipps Inc. song “Funkytown” encouraging people to “eat a bowl of rigatoni pasta on May 24th 2021.” Random as that sounds, #EatABowlOfRigatoniPastaOnMay242021 has garnered over 41 million views on TikTok since the unofficial countdown to May 24, 2021 started. To tap into excitement for the fake pasta-themed holiday, Barilla swooped in and partnered with Italian TikTok creator Khaby Lame, making its TikTok debut with the launch of a “Funkytown” parody featuring lyrics strictly about rigatoni. The “Rigatoni Day” campaign is part of Barilla’s “A Sign of Love” effort, working to create emotional connections with young consumers through its products. YPulse’s Social Media Deep Dive data shows that entertaining content sponsored by brands is one of the top types of brand ads TikTok users prefer to see on the platform, so Barilla’s “Rigatoni Day” is giving young consumers the marketing the prefer on app. (Marketing Dive)

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