Barilla returns to TV Screens in £1m ad campaign

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 8 April) with a campaign across ITVX, Sky, Amazon, Channel 4 and You Tube. It follows the 147 year-old brand’s 4.2 per cent MAT growth in 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 per cent of all ABC1 adults, with at least 12m impressions. The 20- and 30-second ads portray 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.

“Getting Barilla back on screen shows retailers that we’re determined to give them the high-profile support they’ve been demanding from brands," said Peter Butler, Managing Director at Barilla’s UK distributor, Euro Food 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.”

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.”

Barilla, based in Parma, was founded in 1877 and is now in its fourth generation of family ownership. It was the first company in Italy to adopt the UN Business Code of Conduct to remove discriminatory practices. Its products are GMO-free and all its packaging is recyclable.