The Power of Digital Media to Influence Target Audiences

Pasta Fits for the National Pasta Association

Challenge

Faced with widespread anti-carb and gluten-free fad diets, the National Pasta Association (NPA) required a strategic, customized and consumer-oriented communications program that distributed fact-based, educational information about pasta and its benefits.

Solution

Kellen developed “Pasta Fits,” an integrated communications program targeted at U.S. mothers, ages 25-45 that highlighted pasta as a nutritious, delicious, versatile and affordable meal for families. Kellen’s registered dieticians crafted targeted messaging that was truthful, educational and science based. Next, we designed the program to draw high-volume impressions through a mix of outlets, including a custom website, social media pages, blogger partnerships and creating custom content – recipes, interactive contests and live events as well as traditional media relations.

Results

Creating the right marketing mix with a heavy emphasis on digital media allowed NPA to spread its message quickly and directly to the targeted consumers.

  • In less than one year, the program garnered a reach in excess of 100 million people.
  • The “Pasta Fits” website visits grew from 4,000 to more than 40,000 per month, ranking in top five among organic Google search terms for more than two dozen pasta, nutrition and cooking-related keywords.
  • Pasta Fits messaging and recipes also garnered earned media attention, too, including features in The Wall Street Journal, Bon Appetit, Self Magazine and Telemundo among others.
  • According to the Food Trends 2016 report from Google, “The Pasta Comeback” was one of the top five food trends of 2016 and sales of pasta in the US are up almost 5% since the Pasta Fits program began.

Today, “Pasta Fits” is a trademarked brand of NPA and continues to engage with over 700,000 social media followers and more than 2,000 daily website visitors. This steady growth continues to reinforce NPA’s role as an advocate and center of knowledge and research for the industry.