Pasta: LaFonte Pasta Bisa (Pasta, can)

Our goal is to increase sales of LaFonte by changing the target audience's perception of Pasta which indicates as expensive, identical to western and occasional dishes, into the familiar dishes that can be confidently cooked and consumed in their daily life. The key performance areas we want to calculate are our sales (turnover), perception, and consideration through the user-generated content of the audience's unique Pasta recipes.
Agency: Popcult Group

Our creative objective is to build our target audience's confidence to serve pasta as an everyday dish. That's how "Pasta Bisa" was born. "Pasta Bisa" means two things:
Everyone can cook pasta, and they can combine pasta with the ingredients available in their home, just like rice and noodles.
The first thing we do is to establish an Instagram account because that's where our target audience finds food inspiration. We posted hundreds of local dishes made with pasta, and just in three weeks, we got more than 30k followers organically simply by utilizing hashtags.

We also utilized local communities that focused on sharing recipes on Instagram and asked them to create their version of local pasta and share it online.

After we had enough recipes spread through Instagram using the hashtag #pastabisa, we tested our consumer confidence level to get creative with their version of local pasta and share it online using #pastabisa. The campaign generated more than 20 thousand recipes.

The campaign journey, including the user-generated recipes, is available at www.pastabisa.com.