2017 Winners & Shortlists

The Campaign

Through a variety of social posts, campaigns and activations, we encouraged our Panzani Facebook community to put on their aprons and partake in the creation of delicious content. The key was to be responsive and proactive. No member of the community was ever left out if they participated. We offered rewards in the form of posts dedicated to congratulating winners, images photoshopped for a bit of fun, a gallery of artworks created by fans, and dishes cooked up based solely on followers' suggestions. We gave people and their ideas the chance to be tasted by all.

Creative Execution

Our cooking co-creation followed a simple recipe: 1. We would start off by asking the Panzani community to participate. 2. Share some examples of what can be done. 3. Apply the crowd-sourced content into practice in a unique post. 4. Highlight one of the suggestions or the final result of the activation in a final post. The posts were staggered and promoted in such a way that would allow our community enough time to respond, while creating intrigue and excitement leading up to the final co-created post. As it is the perfect place and space for collaboration, all of our co-creation took place on Facebook. Every time we co-create, it gets bigger and better. And the best part? Fans complement Panzani on the ideas and feel proud that they took part.

What happens when your fans get cooking? - With no social media presence, we started at zero. In less than a year Panzani has over 340,000 followers on Facebook, and the number is growing every day! - We changed behaviour. What began as an awareness-focused content plan, soon became an engaging, two-way conversation between the Panzani brand and its consumers. - We have one of the most active and engaged FMCG communities in the GCC region. Even though it doesn't yet have the large following of the other brands, Panzani has far more engagement and activity.

We needed to introduce Panzani to the people of the Middle East by creating delicious content that our audience would care about. After all, moms and cooking aficionados in the region would be consuming content from a lot of competing brands. To stand out, we positioned pasta as a vital source of energy and the perfect blank canvas on which to conjure up delicious, nutritious meals. This complemented Panzani's global positioning of creating, eating and fun. We quickly learned that our audience loved to share cooking hints and tips, so rather than a typical call to action we simply invited them into our Facebook kitchen where they could join in the conversation and see what's cooking. This naturally led them into stores to pick up a pack of Panzani and cook up some fun for real.