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.
BLOG
What does Gen Z want from brands? IRI presents its view
Industry watchers IRI has published the findings of two studies in the US they claim can give an insight into the shopping patterns of those aged 21 and under - Gen Z....
BLOG
The identity of the buyer of Tyson's Kettle business emerges
In February, we reported Tyson Foods had sold its Kettle business, one of a series of non-protein disposals at the US meat giant. But the company would not disclose the buyer. This week, the new owner...
BLOG
Leading French grocers eye buying "alliance" - and suppliers aren't happy
Buying partnerships between France's food retailers have been a feature of the country's grocery landscape for a number of years but this week came news of a potentially significant new tie-up - and s...
NEWS
BLOG
A point of admin: just-food is closed tomorrow (Good Friday) and on Easter Monday. It promises to be a wet public holiday here in the UK but we'll likely console ourselves in chocolate....
Most Popular
Insights
- Has organic become mainstream in the US?
- Nestle Q1 commentary - top takeaways
- Interview: Danone CEO Faber on B Corp push
- Analysis: Innocent eyes UK appetite for dairy-free
- What's fuelling growth of sports nutrition in UK?
News
- Aryzta's CEO Europe Dermot Murphy steps down
- NPD Tracker - Noble Foods, Unilever, Sara Lee
- Ireland's LacPatrick Dairies to consider options
- Young's Seafood up for sale, owners confirm
- Earnings - Danone, Abbott, ABF, Toennies
Market research