Millennium Launches 2 New Campaigns for New World Pasta
SYOSSET, N.Y., Nov. 4, 2010 /PRNewswire/ — (http://www.myprgenie.com) — New World Pasta, a leading pasta manufacturer in the U.S., has launched new campaigns to introduce a new brand and to boost an existing line.
Millennium Communications, a full-service ad agency in Syosset, N.Y., with extensive experience developing digital campaigns, created and is implementing the two new campaigns for Harrisburg, PA-based New World Pasta.
A multi-faceted campaign to launch Quick Cook(TM) Pasta, a new sub-brand, is using print, out-of-home, digital and pay-per-click. Under the banner, “3 Minutes to Dinner,” the ads show an egg timer filled with rotini pasta to visually communicate the benefits of the new fast-cooking pasta. The visual is carried through to an animated web banner, which catches the eye by having the pasta run through the egg timer. The banner includes a button to click for a printable value coupon. The visual and tagline also dominate out-of-home ads including bulletins, bus shelter, and transit posters. Quick Cook(TM) pasta is available nationally under the RonzoniÃ‚®, San Giorgio(TM), CreametteÃ‚®, SkinnerÃ‚®, and American BeautyÃ‚® brands.
The second campaign is a digital effort to support RonzoniÃ‚® Healthy HarvestÃ‚®, which is made from whole grains and promotes heart health.
“We wanted to differentiate Ronzoni Healthy Harvest from other products that promote heart health,” said Patrick Macri, President and CEO of Millennium Communications. “We developed a theme that gives the brand a unique personality that’s fun and involves and engages the consumers we want to reach.”
The Healthy Ha! campaign revolves around the idea that laughter, like a diet including whole grain, high fiber pasta, contribute to a healthy cardiovascular system which can help you live longer. Animated banner ads show a person enjoying a hearty laugh, and opens with the question, “What’s so funny?” Clicks take the reader to a Microsite that shows a series of cartoons from The New Yorker, where users can rate them and create their own captions that go into a gallery viewable by everyone. The digital ads also offer a dollar-off coupon for Ronzoni Healthy Harvest pasta.
Millennium also created a Facebook application to support the Healthy Ha! campaign, inviting consumer discussion, and involvement. Since the application launched four weeks ago, the number of fans of the Ronzoni Facebook page has increased six-fold.
SOURCE Millennium Communications