UNIONE ITALIANA FOOD – PASTA DEPARTMENT
Carbonara Day
UNIONE ITALIANA FOOD – PASTA DEPARTMENT
Carbonara Day
An event that entered the social agenda of consumers and media.
It all started in 2016, with a potentially dangerous video for pasta industry reputation that exploded on media and social media. To counter the risk, we suggested Unione Italiana Food and IPO (the international pasta makers organization) to dedicate a day to carbonara, the most iconic pasta recipe. Today, #carbonaraday is among the most followed social events in Italy. The perfect springboard to launch and spread a message: pasta is good, healthy and unites people.
Challenge
Bacon, onion, cream: on April 6, 2016, the French website Démotivateur posted a video with a version of carbonara that would shock purists and pasta lovers. It was "Carbonara-Gate” on media and all over the world. Italian pasta makers reacted by asking all pasta lovers to defend their pride and passion for “true” carbonara: here is how the idea of dedicating that “stormy” day to pasta and to that so much loved and debated recipe was born. From 2017 on, April 6 is #carbonaraday.
Actions
We turned a critical content into an opportunity for positive communication through the perfect integration of media and social media and by taking advantage of the whole potential of our “network”. Today, #carbonaraday is one of the most popular food social events in Italy and all over the world. Every year, this event becomes the trending topic of the day and thousands of consumers, web stars, influencers, chefs, and brands from all over the world join the event by sharing their personal versions of carbonara on their social channels. And pasta is on the rise again!
Awards
First Prize Product & Marketing category
Special Prize Social & Media Relations category
