Millennium Launches Multi-Media “Re-Think Pasta(TM)” Campaign to Introduce Ronzoni Pasta Portions(TM)
SYOSSET, N.Y., Sep 13, 2011 /PRNewswire/ — (http://www.myprgenie.com) — Millennium Communications has developed a TV-led multimedia campaign to launch an innovative new product from New World Pasta’s Ronzoni(R) brand.
The multi-faceted campaign, led by spot TV and incorporating print, FSI and online platforms, will launch Ronzoni Pasta Portions, an individual portion of Ronzoni pasta in a boil-in-bag, ready in just 3 minutes. The campaign, using the tagline “Re-Think Pasta,” begins in mid-September in the New York market.
The 30-second TV spot has a music video feel to it, with a steady rock beat backing quick cuts and colorful slow-motion close-up photography. Instead of a voiceover announcer, on-screen copy punctuates the action with key copy points. As the Ronzoni Pasta Portions pouch is taken from the package and dropped into boiling water, copy proclaims “A single portion” and “Cooks in three minutes.” The product is shown being put on a plate and a jar of sauce is opened and poured onto the pasta. Other serving ideas are shown, as olive oil and oregano flakes are sprinkled and pasta is shown mixed with vegetables. Copy says, “Quick meal, snack or side dish” and “Just right, just for you, anytime.”
Millennium reported that the TV spots tested in the top 1 percent for recall by ASI. The launch also leverages print ads and online support that communicate the same messages. Regional FSI’s will also be dropped.
Harrisburg, PA-based New World Pasta, the leading pasta manufacturer in the U.S., has partnered with Millennium Communications over the past three years to create a variety of online and off-line marketing programs for their broad range of brands that also include San Giorgio, Prince, Creamette, Skinner and others.
“We are truly proud of this effort,” said Millennium’s CEO Patrick Macri. “Understanding the marketplace conditions and the brand’s objectives, our team created work that is not only engaging, but scored well too. We are thrilled that New World Pasta entrusted the launch of this new product to us and we value our continued relationship.”
“For the past three years, we have relied on Millennium to solve many marketing challenges from simple in-store tactics to large-scale advertising programs,” said David Heimbecker, New World Pasta’s Senior Director of Marketing. “When it came time to launch Pasta Portions, we were confident that Millennium would serve up creative solutions. Not only did they develop one campaign that scored in the top 1% of ASI, but the team developed three campaigns that scored in the top 8% of ASI’s advertising database.”
Millennium is working with TargetCast Media in New York for media planning and buying for Ronzoni.
SOURCE Millennium Communications