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. 

Sectors: Bakery

Companies: Deoleo, Barilla, Bertolli

BLOG

Another reshuffling of pack at Hain Celestial

Hain Celestial, under the scrutiny of the investment community in recent months and facing some challenges in its domestic market, has announced another shuffling of its management pack....

NEWS

Food market news of the week - Brazil meat imports suffer, Kraft Heinz cuts more jobs, General Mills' sales in spotlight

Brazil remained in the international business headlines this week as a number of markets put restrictions on the country's meat imports after it launched a probe into the industry. Further north in th...

BLOG

FrieslandCampina looking to sell final non-dairy asset

FrieslandCampina, which today served up higher profits but lower sales for 2016, is ready to offload the last non-dairy business owned by the Dutch cooperative giant....

BLOG

just-food back up and running

To follow on from our earlier notice and after some hard work from our technical team, just-food is back live after today's power outage....

BLOG

Storm Doris causes power outage at just-food

Much of the UK has felt the impact of Storm Doris today - and just-food's head office has been no exception....

just-food homepage



Forgot your password?