Italy’s No.1 pasta brand aiming to build on growth
Barilla, the number one pasta brand in Italy, is returning to the UK’s TV screens this week (w/c 8th April) with a campaign across ITVX, Sky, Amazon, Channel 4 and You Tube. It follows the 147 year-old brand’s 4.2% MAT growth in 2024 (source: Circana, 23/3/2024).
The £1m investment – the ads will return later this year – reinforces Barilla’s previous dominance in ad and media spend in the dry pasta category.
Overall, the campaign, entitled ‘The Recipe for Togetherness’, will reach 25% of all ABC1 adults, with at least 12m impressions. The 20 and 30 second executions see a family ignoring digital distractions from an array of mobile phones, tablets and TV screens to instead sit down and enjoy an authentically Italian meal.
![](https://fabnews.live/wp-content/uploads/2024/04/BARILLA-NEW-AD-CAMPAIGN-OVERHEAD-PASTAFAMILY-LANDSCAPE-1-1024x495.jpg)
![](https://fabnews.live/wp-content/uploads/2024/04/BARILLA-NEW-AD-CAMPAIGN-OVERHEAD-PASTAFAMILY-LANDSCAPE-2-1024x500.jpg)
![](https://fabnews.live/wp-content/uploads/2024/04/BARILLA-SPAGHETTI-1024x294.png)
Peter Butler, Managing Director at Barilla’s UK distributor, Euro Food Brands, commented:
“Getting Barilla back on screen shows retailers that we’re determined to give them the high-profile support they’ve been demanding from brands. Together with further promotional work, the campaign will help us grow sales of this authentic Italian brand still further – whether in dry pasta, pesto or sauces.”
![](https://fabnews.live/wp-content/uploads/2024/04/BARILLA-NEW-AD-CAMPAIGN-OVERHEAD-PASTA-PORTRAIT.jpg)
![](https://fabnews.live/wp-content/uploads/2024/04/BARILLA-PASTA-SAUCE.jpg)
Alberto Costella, Marketing Manager for Export Markets at Barilla, added:
“In Italy, Barilla is the number one pasta brand and with the UK being an important market, we’re looking to achieve the same position here – Barilla is ready to play a key role in the category. The TV campaign is a significant further investment aimed at increasing Barilla’s awareness and consideration in the UK. Our vision is to be the one-stop brand in pasta meals, offering shoppers the widest choice and bringing value to the category.”
Source: Barilla
You must be logged in to post a comment Login