Blog: Bertolli, Buitoni see marketing opportunity in Barilla gaffe
Michelle Russell | 30 September 2013
Unilever USA's Bertolli and Nestle's Buitoni USA have chosen social media as a way of capitalising on the furore surrounding a recent campaign by one of its closest rivals.
Barilla, one of Italy's largest food groups, became embroiled in a PR storm last week after some controversial remarks by the company president in a radio interview.
Guido Barilla reportedly told Italian radio programme La Zanzara he would not choose to make adverts that portrayed homosexual families.
Competitor Bertolli clearly saw an advantage to be played here and has since taken to Facebook to promote its Bertolli product range as "sauce for all".
One user commented: "You have a new customer! For years, I have bought ONLY barilla pasta, but now I can't wait to buy my bertolli pasta when I go shopping this week."
Similarly, Buitoni posted an image on its Facebook page with the message "pasta for all" and an image of pasta shapes representing three kinds of sexual relationship.
The "apology" by Guido at the weekend, that Barilla "care about everyone, regardless of race, religion, belief, gender or sexual orientation", may not yet be enough to calm consumers and dampen the fierce criticism from equality groups that his comments have provoked.
Nestle, set to welcome a new CEO on 1 January, has announced more changes to the make-up of its senior management team....
Blue Bell Creameries is trying to win back the trust of consumers after a fatal listeriosis outbreak last year was linked to its products - but in recent days the US ice cream maker has issued another...
The UK's competition regulator has given the all-clear to Hain Celestial's bid to buy UK food and beverage group Orchard House Foods, nine months after the US group announced the deal....
Hershey made an unusual announcement today (20 September), sharing its own sales data for the last four weeks to assuage any possible investor concern over figures released by Nielsen....
- Interview: Mondelez eyes sweet success in China
- Interview: Mondelez's outlook for China
- How food companies involve staff in sustainability
- General Mills on Q1, innovation, margins
- The benefits of engaging staff in sustainability
- Ireland unveils national plan to tackle obesity
- Aryzta FY profits fall
- Nestle close to finalising Garoto deal
- ConAgra acquires Frontera Foods' "gourmet" brands
- Fonterra says value-added strategy paying off
- Global Chocolate Confectionery Overview: Challenges, Opportunities and Risks
- The Big 15: Strategies and Priorities of Top Packaged Food Players in Comparison
- Global Foodservice Market 2016-2020
- Constellation Brands, Inc. (STZ) - Financial and Strategic SWOT Analysis Review
- Global Food and Drinks Closures: Performance and Opportunities