Italian pasta brand, Barilla has made a return to TV screens following a £1m media investment.

The new ‘The Recipe for Togetherness’ campaign is running across ITVX, Sky channels, Amazon, Channel 4 and YouTube. It is set to reach 25% of adults, making up to 12m impressions.

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According to Circana data, the brand grew by 4.2% over the past year. The new advert aims to reinforce the brand’s place in the dry pasta category and raise brand awareness in the UK.

The 20- and 30-second adverts see a family sitting down together enjoying the pasta, ignoring digital distractions from mobile phones and TV screens.

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