4.3m Snapchatters get an appetite for Lustucru Sélection

Lustucru is the leading brand in the French pasta market. For the launch of its new product, "Gnocchi Roll à Poêler", the brand wanted to address a wide audience of Generation Z and people aged 18-30 with a large-scale campaign on TV and Snap.

For this campaign, the brand had only one piece of content: a 20-second video advert produced for television.

The first challenge was to transform this into snackable content for Snap. With the agency The Source Snapchat came up with a campaign consisting of six 6-second videos: three Snap Ads that could be shown between friends' stories and three commercials, the non-skippable videos that appear in the 'Discover' tab.

In the three weeks of the campaign, 12.2m video views were completed³, reaching over 4.3m young people aged 18-30⁴. Its impact was particularly marked in terms of memorization, which rose by 22 points for the brand² and by 13 points for Lustucru being associated with the message "Tastes irresistible" among people exposed to multiple formats (commercials and Snap ads)¹.