This Halloween, Barilla Reveals What the Real #CreepyPasta Is

With over 6 billions views, #CreepyPasta is a very popular hashtag on Tiktok, but it has nothing to do with pasta. It is a catch-all term for any user-generated content in the form of brief horror stories intended to scare people. The name is a mix of creepy and 'copypasta' (denoting viral copied and pasted text).

This Halloween, Barilla has decided to unveil the real meaning behind #CreepyPasta, telling “horror stories” about “scary” ways to prepare and enjoy pasta and inviting pasta lovers to do the same. With this project Barilla welcomes every way people love pasta - even the creepiest ones - in line with the brand positioning “A sign of Love”.

The three animated videos, online on Barilla’s TikTok channel starting from the 29th, are graphically inspired by the horror world and are based on viral “creepy” habits related to pasta, from chewy overcooked penne, to broken spaghetti and to splattered pasta.

To kick-off the new “real” way to use the hashtag, the brand has chosen to collaborate with the TikToker duo @Lionfieldmusic, with their unmistakable irony based on Italian culture, to encourage people to share their own favourite creepy pasta stories.

The project came from an idea by the agency We Are Social.