This product goes to a particular audience: couples. We know who they are, and we invite them for dinner. They love to dine out and enjoy trying new dishes and food, specially in special occasions. We made them feel special, have a unique and funny experience in an over saturated and cliché date (St Valentines). And finally, they buy the product, in a growth of 152%.

Pasta Fresca is a family brand of artisanal pasta. They have 2 stores of their own and distribute products to over 100 restaurants. But they don't have the budget to compete with the big pasta brands, so they wanted to take advantage of St. Valentine's Day to carry out an attention grabbing action, a day that is already saturated and full of clichés. So we had to do something that stood out and made it onto the news, and let everyone see, but without investing in media. So we decided to create a new product: the most romantic spaghetti in the world. We took it to all the restaurants in Madrid where Pasta Fresca sells its products and we also put it on sale at a price of 5.90€, in the Pasta Fresca stores and on their website, where it sold out in 24 hours.

Inspired by one of the most romantic movie scenes ever, the two dogs sharing a plate of spaghetti in the Disney movie Lady and The Tramp, we created a new product: TheLoveSpaghetti. One strand of spaghetti 14 metres long (46 feet), that had to be eaten by two people. The most romantic spaghetti in the world.

It goes to a particular audience, couples (of all ages). We know who they are, and we invite them for dinner. They love to dine out and enjoy trying new dishes and food, specially in special occasions. We made them feel special, have a unique and funny experience in an over saturated and cliché date (St. Valentine’s Day). And finally they buy the product, in a growth of 152%

After four weeks of trials in the Pasta Fresca kitchen, we managed to create the perfect dough so that the texture was great, it didn't break when cooked and could be made in large batches. We also created ad hoc packaging, where in each pack there is just one piece of spaghetti weighing 150 grammes, the exact weight of two servings of pasta. In the pack we also included instructions, where we explained that it had to be served carefully on a large plate with the two ends of the spaghetti hanging off each side of the plate. It was also important to eat at a small table that would allow the couple to get closer, touch and cuddle.

It was on sale for 5.90€ in the stores and on the Pasta Fresca website. And on 14 February, St. Valentine's Day, we served it in many restaurants in Madrid.

Brand awareness +200%

In store traffic +72%

One day sales +152%

Sold out in 24 hours.

But we increased production and it is still available and several thousands of packs have been sold.

+350.000€ in earned media.

Hundreds of couples experience the product itself and were converted into Ladies and Tramps for one day.

And we managed to give the romanticism of a Disney movie to a spaghetti.

All this with 0€ of investment in media.