Barilla, the world's largest pasta brand, made its TikTok debut this week with a parody of the Lipps Inc. song "Funkytown" featuring lyrics themed around rigatoni, according to details shared with Marketing Dive.
The "Funky Rigatoni" concept was inspired by a TikTok post shared last year by user @jimmyrules32 that encouraged people to "eat a bowl of rigatoni pasta on May 24th 2021." The original video shows bugs on a brick wall set to the beat of "Funkytown," and inspired an #EatABowlOfRigatoniPastaOnMay242021 hashtag that has accumulated more than 41 million views, per Barilla.
