Vapiano launches digital-first ‘Conversations Over Pasta’ campaign to encourage UK to share and connect over a meal this World Pasta Day

Italian restaurant group Vapiano has partnered with The School of Life to launch ‘Conversations Over Pasta’, a set of 30 prepared question cards designed to encourage meaningful connections between friends, partners, colleagues and even strangers over a meal.

The complimentary cards will be available from 19 October to 2 November in Vapiano restaurants and in at-home meal deliveries nationwide. The campaign aims to facilitate deeper conversations and connections by encouraging consumers to come together to share, reflect and build empathy while enjoying a bowl of Vapiano’s personalised pasta.

The initiative is supported by online content managed by Ketchum and produced by Wall of Entertainment, featuring a series of pairs using the Conversations Over Pasta cards to promote conversation in a Vapiano restaurant. The content will feature on social media and be supported by paid media. Marketing activity also includes a graffiti wall with an interactive QR code by Global Street Art in Shoreditch for the duration of the campaign. Vapiano is also running a competition with The School of Life for diners to win their own conversation card sets.

Vikki O’Neill, Global Marketing Director at Vapiano said “We’re so excited to partner with The School of Life. We know since lockdown one there’s been a real change to how people interact, and more than ever, people want to be understood and to understand others. After all, it only takes the right kind of question to start a conversation – and our Conversations Over Pasta cards are the perfect start. Our restaurants are like nowhere else – they’re spacious, full of natural light with sharing tables and lounge seating, you can sit where you like and stay as long as you want. We’re a home away from home where people can feel comfortable to start a conversation over pasta.”