True and ASB are looking to carbo-load runners in the lead up to the ASB Auckland Marathon event on Sunday, October 29.
ASB Fasta, a 250g of edible tagliatelle pasta embossed with supportive messages, such as 'Know your limits and then run pasta them' and 'It’s not how Fasta you run. It’s how far you go', will be sent out to 1,000 randomly selected race-registered people (from all five events) nominated by friends and family.
People are also able to create a personalised support message to go on the front of the box.
The campaign also includes a 30-second Facebook ad, and a longer Youtube version, with runners, while training for their races, recieving and enjoying their ASB Fasta.
True took over the bank’s account from Saatchi & Saatchi at the beginning of September and are obviously hungry to prove themselves.
The independent agency came up with the idea as a way to engage with runners and their supporters pre, during and post-race.
True chief creative officer Craig Pethybridge says they 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 tagliatelle also carries some inspiring words because there’s nothing quite as inspiring as a message from a loved one.”
The pasta was created by Auckland-based family company Pasta Madero who manufacture their products in East Tamaki.
ASB general manager Shane Evans says ASB and True are delighted to launch the first campaign to market, together.
“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.”