Barilla makes TikTok debut with ‘Funky Rigatoni” skit

barilla - funky rigatoni

Italian pasta brand Barilla has teamed up with TikTok star Khaby Lame for an fun campaign around eating rigatoni.

In case this passed you by, more than a year ago @jimmyrules32 posted a video on TikTok accompanied by text inviting people to eat a bowl of rigatoni on 24 May, 2021 (“eat a bowl of rigatoni pasta on May 24th 2021”), to the rhythm of the song from the 70s/80s, “Funkytown”. 

The set date, #EatABowlOfRigatoniPastaOnMay242021, was broadcast on TikTok to the tune of the historic hit; amassing over 41 million views, giving birth to a real movement.

Barilla

Barilla has decided to join the “Rigatoni Lovers” celebrations with a revisited version of this worldwide success with a Rigatoni theme.

Thus was born “Funky Rigatoni”, the perfect soundtrack for celebrating “Rigatoni Day” on 24 May. The tune is available directly on TikTok in a 15 second version. 

Barilla’s gift is “A Gesture of Love“ for all TikTokers who love rigatoni, in line with the positioning that the brand has embraced in 2021.

The launch music videos are graphically inspired by the world of Funk and contain a number of movement-related quotes, including the most popular recall account, @RigatoniPastaCountdown, followed by over 130,000 people.

To kick-off the “Rigatoni Day” celebrations, Barilla has partnered with exceptional TikToker – Khaby Lame – who has finally shown people how to eat the long-awaited bowl of rigatoni, with his unmistakable irony.

The project, which marks the entry of the brand on the platform, was born from an idea by We Are Social, who executed both the strategy and creativity.