xister Reply develops the concept and the digital strategy for the new Pasta La Molisana’s consumer activation

#MiFaBene (It is good for me) is an evocative naming conceived to explore the endless ideas behind the trend of wellness and wellbeing, with a focus on “Gli Integrali” (Whole-wheat pasta). A promotion combining an Instant Win and a final prize draw was devised in order to spread the values of the product and convey the new brand image and the package restyling. The prizes? many and different, referring to the different areas of wellbeing. Supported by a dedicated social plan and an off-line campaign, the contest lasted three months, in order to maximize user involvement.

Media: web, social, advertised