Panzani are the number two brand of pasta in the world. But in the Middle East, they don't have much brand recognition.

Panzani approached us to launch their brand on social in the UAE, Lebanon, KSA and Morocco. Starting from scratch, we had to build a following comprised of an audience of moms, cooking enthusiasts and people who cook for their families.

We were tasked with developing a digital strategy that would establish the brand in the UAE and promote Panzani's key messages. The objectives were clear:

- Raise awareness for the brand

- Leverage the understanding that pasta is a global ingredient, not only Italian

Keeping in mind the brand's main attributes of fun and creativity, we had to create three campaigns for key periods throughout the year. Between the campaigns we had to keep Facebook active and growing with engaging posts.

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.