WEBSITE

The Ronzoni.NewWorldPasta.com site (which visitors will be taken to even if they enter ronzoni.com) is an amalgam of two important ideas and values. Of the five changing images that appear on the page, two show families smiling and laughing together around a Ronzoni pasta dish. “A classic taste that brings families together,” is the tagline for one, and the other claims that Ronzoni can serve as “the perfect guest for any occasion.” With quality time on everyone’s mind and studies touting that families eating together is crucial, Ronzoni, the pictures boast, can make that happen.

A third image is of a woman, mid-bite into a bowl of spaghetti. Next to her are the words “The foundation for a nutritious meal,” indicating that no longer should eaters think of pasta as a guilty pleasure. Rather, if taken together with a healthful variety of good foods, pasta can be a source of healthy eating. Interestingly, the background for the homepage is not a collage of pastas, but rather a knife, dressing, and number of vegetables, a picture that again underscores that Ronzoni equals healthy.

The last two images expand on this notion. Not only is eating pasta is good for you, but it is certain to result in a great tasting meal. “Pasta that mixes with everything” and “Ronzoni: Great tasting pasta that makes perfect meals…every time,” tells visitors that you can’t go wrong with pasta because there are so many different ways to prepare it that no matter how you make it, it’s bound to taste good.

In addition to all the focus on healthy eating, Ronzoni has taken another pragmatic route to increase traffic to it site. The Win Groceries for a Year Sweepstakes offers visitors an opportunity to enter the contest and win big. The site also features a Promotions and Coupons tab plus a Meal Solutions Center with cooking facts and tips, recipe ideas, and how-to videos.

Related sites promote Ronzoni’s Healthy Harvest products, and Ronzoni Smart Taste line, billed as “the first white pasta to be enriched with Fiber, Calcium and Vitamin D — and lots of it.”

Ronzoni is working to make its Facebook page more enticing and relevant to consumers, but with just over 12,000 fans, it is clear that the page has a ways to go. And the fact that it cannot be accessed from its website makes that task more formidable. Nevertheless, its Healthy Ha! section will appeal to visitors. The page asserts: “ Laughter improves your blood flow and helps reduce stress. And more whole grains and fiber help promote overall heart health. So have a side of silliness with your delicious Healthy Harvest pasta.” While this connection may seem somewhat tenuous, no one will turn away from a good laugh. Furthermore, once fans click on the Healthy Ha! Like button, they can access coupons.

The Ronzoni moderator reminds fans of coupon and sweepstakes offers and suggests some meal ideas, like spaghetti tacos for the kids. He also fields the “how can I get my coupon to print” questions and other common requests. Still, the moderator could afford to be more interactive, offering savory pasta dishes weekly or asking visitors for their favorite recipes. And just as the Facebook page cannot be reached through the Ronzoni website, the website cannot be accessed from the Facebook page.

It also has a modest Twitter following of just over 500 fans,

Small but efficient and effective measures could serve Ronzoni well. It is on the right track, listening to consumers’ health and family concerns, but its social media could use some shaping up.