Bertolli Takes Advantage Of Barilla’s PR Problems, Says Their Pasta Is For Everyone

bertolli-hed-2013In his controversial interview on an Italian radio program earlier this week, president of pasta company Barilla said that the company would never use the image of a family headed by gay or lesbian parents in one of its ads. Why? “[W]e like the traditional family,” Barilla said. He invited customers to buy a different pasta brand if they disagree. “Challenge accepted,” said Bertolli, a worldwide brand owned by Unilever. Except in Italian.

Well, German. Bertolli Germany already got to work on social media, producing the graphic that you see above for their Facebook page. “Love and pasta for all,” they captioned it. (Mostly, I’m in love with the little pasta-shell dog.)

Here’s an actual Bertolli spot that aired on the LGBT-themed Logo cable network back in 2009:

UPDATE: Competitor Ronzoni also wants potential customers to know that they welcome all customers, whether they prefer penne or conchigliette.

Bertolli Makes the Most of Barilla Chairman’s Anti-Gay Comments [AdWeek]

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