The Story

Modern cultural and diet trends were behind declining pasta sales, especially among millennials. Barilla wanted to use its position as the category’s leading brand to help that group of consumers think about pasta differently. Armed with a simple insight — millennials are a passionate generation — we developed a video series called “While The Water Boils.” The host of the show, YouTube sensation and food “Passionista” Hannah Hart met with cultural icons like Bill Nye, Rachel Zoe and Wanda Sykes to dish about life and the pursuit of their passions — all in the time it takes to prepare pasta.

 

 

 

 

The Impact

After just one season, more than 8.3 million minutes were spent viewing the series on Barilla’s YouTube page and PassionForPasta.com, garnering over 152K engagements, 260M impressions and an increase in YouTube subscribers of over 159%. Most significantly, for the first time in many years the pasta category and Barilla saw year-over-year sales growth in 2016.