John M. Becker

Rivals Make Social Media Hay Out of Barilla's Bigotry

Filed By John M. Becker | September 27, 2013 2:30 PM | comments

Filed in: Living
Tags: advertising, Barilla, Bertolli, boycott, Buitoni, pasta

At least two of Italian pasta maker Barilla's corporate rivals have rushed to declare their support for LGBT equality after Guido Barilla declared Wednesday that he opposes gay adoption and that his company refuses to include same-sex families in advertising because they're not "traditional."

Buitoni USA posted this pro-equality ad on its Facebook page with the hashtag #PastaForAll:

buitoni_equality_pasta.jpg

Bertolli Germany quickly followed suit with this delightful image:

bertolli_equality_pasta.png

The caption reads "Pasta und Liebe für alle!" -- pasta and love for all!

A spokesperson from Orca im Hafen, Bertolli's social marketing agency in Germany, told the website AdFreak, "We just wanted to spread the news that Bertolli welcomes everyone, especially those with an empty stomach."

The Human Rights Campaign also released a list of homophobia-free pasta options yesterday, so between Buitoni, Bertolli, and the brands on the HRC list, there's no reason for equality supporters not to walk right past Barilla the next time they find themselves in the pasta aisle.


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