ASB gives ASB Auckland Marathon runners an extra push with 'ASB Fasta' pasta launch via True

image003.jpgASB and True have launched their first campaign ASB Fasta, giving 1,000 runners an extra push in the lead up to the ASB Auckland Marathon.

ASB Fasta is an edible tagliatele pasta embossed with supportive messages to keep runners' spirits (and energy levels) high as they train for the ASB Auckland Marathon event on Sunday, October 29.

ASB general manager Shane Evans says ASB and True are delighted to launch the first campaign to market, together.

Says Evans: "ASB is involved in a range of running events across New Zealand and we've found it's often the week leading up to the race that runners start to get nervous. Working with True we wanted to create something tangible that would help runners keep one step ahead in both training and on race day."

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image002.jpgSupporters can visit asbfasta.co.nz to nominate a race-registered friend or family member to receive a 250gram box of complimentary ASB Fasta with a personal message on the box.

ASB Fasta nominations opened yesterday (Monday, October 9) and will be open for seven days. Winners will be selected at random, with the personalised pasta boxes delivered nationwide from October 23 to encourage runners in the week leading up to race-day.

ASB Fasta was created by Pasta Madero's Wade Lewis. Pasta Madero is an Auckland-based family company who manufacture their products in East Tamaki.

ASB's brand agency, True, came up with the idea as a way to engage with runners and their supporters pre, during and post-race.

Says Craig Pethybridge, CCO, True: "We landed on ASB Fasta as a way to demonstrate ASB understands just how big an undertaking running a marathon is and we're behind every runner each step of the way. Not only is the pasta packed full of essential carbohydrates, our delicious tagliatele also carries some inspiring words because there's nothing quite as inspiring as a message from a loved-one." 

7 Comments

Customer said:

One step backwards from Run Down Your Rate for relevance, innovation and actual worth.

Cannes said:

Does this fall under experiential or product innovation?
They might even have to create a new category for it!

@Cannes said:

It falls under 'save your money'.

Greg Jones said:

Does this remind anyone of Greg Jones and 'Just the 6 of us'?

The Judge said:

‘No one makes pasta fasta’, said the ad in the One Show annual. When the headline appeared once again, two decades later, it was being mocked in an ad deriding the standard of work that used to get accepted into the One Show annual. The headline in that occasion was ‘Ah the good old days’.
A bit like this concept, it too yearns for the good old days. Probably before adidas did a far better version of this for the All Blacks back in the days of dial up.
It was always going to be difficult trying to better the adidas idea. Not sure this quite reaches the mark
Looking forward to the post Barbara/Roger ASB summer lending campaign already.

Raymond McKay said:

Nice one peth!

The real Greg Jones said:

Where’s my royalties?

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