Barilla has partnered with children’s book publisher Scholastic for a free book with the purchase of Piccolini pasta, a new product just for kids.
A copy of “More Spaghetti, I Say” is offered to shoppers who buy two boxes of Barilla Piccolini with proofs of purchase. The offer is open to the first 5,000 people through December.
A co-marketed Web site at http://www.scholastic.com/barilla/ lets visitors read a virtual book, “Mealtime Magic.” The story tells the tale of a funny little fairy who uses her magic sprinkles of cheese to show a busy family the value of sitting down together to share a meal. The book is a joint effort between Scholastic and Barilla. Coupons can be downloaded for Barilla Piccolini products.
Barilla Piccolini is the company’s first line of mini pasta. The bite-sized pasta is available in four shapes—Mini Penne, Mini Farfalle, Mini Fusilli and Mini Wheels.
The promotion is being supported by online marketing at http://www.Scholastic.com and http://www.BarillaUS.com, via PR and print ads in Scholastic Parent & Child magazines.
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