Pasta ‘happiness supplement’, part of the Mipaaf-Ismea institutional campaign

A campaign to promote one of the most iconic products of our peninsula: pasta. A series of communication activities that – in this first phase – will see Italy crossed by the #AdessoPasta tour: a traveling village that will touch cities of art and holiday resorts in just under a month, where you can taste in the logic of infotainment . The institutional campaign for the promotion of pasta will cross the peninsula from South to North under the banner of “Pasta. Happiness supplement ”, to underline the set of benefits. The #AdessoPasta tour will start on 10 and 11 September from the Piazza del Santuario di San Vito Lo Capo, to then touch nine other centers (all the info on the ismea website). A foodtruck will be the home-base of the tour and the showcooking conducted by the presenters Francesca Romana Barberini and Marco Di Buono, who will alternate in the stages. On board a chef and a food technologist: in each stage two recipes characteristic of the region crossed will be prepared, aiming to reveal the lesser-known and more interesting aspects related to its preparation. An edugame will accompany the public towards the tasting, stimulating the growth of awareness of the purchase. The tour will be accompanied by two top influencers (the first will be the fencing champion Rossella Fiamingo, present in Palermo on September 12) and by a series of micro-influencers who will promote the initiative on social networks, involving the new generations. Italy is the largest pasta producing country in the world with an average of 3.3 million tons produced every year, and boasts the highest per capita consumption (24 kg), but it is above all abroad that the demand for this food is growing at a rapid pace. In 2021, we exported over 2 million tons of pasta, about 18% more than ten years ago, for a value of 2.4 billion euros (+ 35% in the last decade).