Pasta supplier Barilla has launched its first-ever TV advertising campaign in the UK, ‘The recipe for togetherness, since 1877’.

The campaign airs across ITV and the supplier anticipates it reaching millions of UK consumers.

Showcasing the power that food has to bring people together, it comes as Barilla claims to be the only dry pasta brand to see value, units and volume growth in the past year and 26 weeks, according to Nielsen figures.

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Alberto Costella, marketing manager for export markets at Barilla, said: “In Italy, Barilla is the number-one pasta brand and with the UK being a key strategic market, we’re looking to achieve the same position here. With the increased distribution, we feel the brand is ready to play a key role in the pasta category.

“Barilla’s new TV campaign plays a key role in this and is our first tangible investment with the aim of increasing Barilla’s brand awareness and consideration. Our vision is to be the one-stop brand in pasta meals, offering shoppers the widest choice and bringing value to the category.”

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