In the face of anti-carb fad diets and gluten-free trends, National Pasta Association (NPA) called upon Kellen to create and implement a consumer oriented program to put forth fact-based information about pasta and to counter negative perceptions about carbohydrates and wheat-based foods.
Kellen developed “Pasta Fits”, an integrated digital communications program to reinforce pasta’s role as a nutritious, delicious, versatile and affordable meal. The program included a responsive design website, an intensified social media program on Facebook, Twitter and Pinterest, digital advertising, “Recipe of the Week” features, social media contests and an e-newsletter. The program’s heavy emphasis on digital media enabled NPA to spread its message directly among consumers. The goal was to make the “Pasta Fits” website and social media channels key resources for consumers seeking information about pasta nutrition, recipes and meal planning ideas.
Digital ads on Google, Facebook and sponsored Twitter posts helped to attract consumers to the “Pasta Fits” social pages and to specific messaging on the website. The ad program was continually monitored to achieve optimal click-through rates at the lowest possible cost-per-click.
In less than one year, the “Pasta Fits” digital program yielded more than 100 million consumer impressions at a cost per impression of less than three-tenths of a cent. Monthly website visits grew from 4,000 per month to more than 40,000 per month, with the bulk of traffic clicking through to the site’s nutrition pages. The website, www.pastafits.org, ranked in the top five among organic Google search terms for more than two dozen pasta, nutrition and cooking-related search words. The “Pasta Fits” community remains a growing, active and engaged group of consumers that look to NPA as an authority on pasta nutrition. NPA continues to work with Kellen to maintain consumer confidence in the benefits of pasta.