Millennium Communications Brings Recipe for Success To Latest New World Pasta Promotion

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Millennium Communications launches "Ronzoni Smart Taste Challenge," inviting families to try and taste the extra nutrition in the product.

We are excited to once again launch an integrated marketing program with Ronzoni. We look forward to sharing another success with our client, resulting in more Ronzoni Smart Taste boxes in more homes,” said Patrick Macri, President of Millennium Communica

One part great taste, one part nutrition and several parts creativity. They’re all included in the promotional mix behind Ronzoni® Smart Taste®, a delicious white pasta containing several nutrients that are important to kids’ health. Millennium Communications is collaborating with New World Pasta, makers of Ronzoni Smart Taste pasta, to build market awareness and stimulate consumer trial with the “Ronzoni Smart Taste Challenge”...a multi-tiered promotional marketing program inviting families to try and taste the extra nutrition in the product. The program will run March 15th through May 31st, 2010. Consumers can participate by visiting smarttastechallenge.com.

It’s no secret to any mom that kids typically push away plates filled with healthy food. Ronzoni Smart Taste combines the taste appeal of white pasta with nutritious ingredients, enabling finicky kids to enjoy food they love without realizing they’re getting nutrients they need. “Ronzoni Smart Taste is a great product for moms...it makes a meal kids will enjoy and gives them an excellent source of fiber, calcium and vitamin D,” said Dave Heimbecker, Senior Director of Marketing for New World Pasta.

The multi-media “Ronzoni Smart Taste Challenge” marketing program includes display and search advertising, consumer promotion, social media, an online coupon and a promotional website which Millennium led and managed. In addition, Millennium collaborated with New World Pasta’s other consumer agencies resulting magazine and PR support programs. All media will drive consumers to the website where they can “take the challenge” by explaining, or showing via video or photo, if their families noticed the extra nutrition in Ronzoni Smart Taste pasta. Each entry will have an opportunity to win a $15,000 scholarship, a laptop computer or a $100 gift card. “We believe this integrated approach will generate awareness and trial to put this nutritious solution in moms’ hands and kids tummies,” continued Mr. Heimbecker.

Millennium Communications has worked collaboratively in the past with New World Pasta, developing and launching strategic promotional campaigns such as the successful “It Pays To Eat Pasta” sweepstakes. “We are excited to once again launch an integrated marketing program with Ronzoni. We look forward to sharing another success with our client, resulting in more Ronzoni Smart Taste boxes in more homes,” said Patrick Macri, President of Millennium Communications.

About Millennium Communications
Founded in 1993, Millennium is a digital communications agency that merges inspired creativity with technical discipline. Specializing in Web site design, promotional and online marketing, e-commerce, e-business, mobile, SEO, interactive media, social marketing campaigns as well as managed hosting, Millennium provides a range of solutions that deliver positive ROI for their clients.

About New World Pasta
New World Pasta is a leading marketer and supplier of dry pasta and noodles in the United States, and dry pasta, noodles and rice in Canada. In addition to Ronzoni® Smart Taste®, New World Pasta has such leading brands as Ronzoni Healthy Harvest®, Ronzoni®, San Giorgio®, Skinner®, Creamette®, Prince®, American Beauty®, Light ’N Fluffy® in the United States and Catelli® and Lancia® in Canada. New World Pasta has more than 600 employees in the United States and Canada.

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Jenn Calvi
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