barilla x strava - energy challenge
Barilla Protein+ Pasta wanted to grow with health-conscious shoppers who had abandoned the pasta aisle. We set out to defy their understanding of what pasta can be by promoting Protein+ as protein-packed fuel for their active lifestyle. So we went where they were active: Strava. Our innovative, all-digital experience gave everyday athletes Protein+ pasta simply for logging ten, 17-minute workouts during the month of June. That’s 17 minutes for 17 grams of protein per 3.5oz serving!
And the results were pretty incredible: 119,949 participants, 15M+ exercise miles logged, +25.7% sales vs. YAG, +4% category growth YAG, 90% future purchase intent
