It all started when...

Our client wanted to launch a brand campaign. Nothing was getting through testing.

One day I asked, “Why are we trying to solve a category problem with a branded campaign?”

The room fell silent.

We knew no tagline and 30-second food porn would cure over ten years of category declines.

Our campaign needed to change the conversation around pasta.

Passion for Pasta was born.

Our problem to solve required the long view. It included:

• lifestyle influencers,

• advocacy work,

• science and nutrition research,

• a disciplined measurement plan,

and was designed to measure results.