Pasta Wars :: Bertolli Responds to Rival Barilla With Gay-Friendly Ad
It’s been nearly a week since Barilla’s president, Guido Barilla, made international headlines for saying he wouldn’t use same-sex families in advertising and for condemning same-sex adoption. A number of activists have called for a boycott against the world’s largest pasta company, and, in the wake of the controversy, competitors have shown their support for the LGBT community through clever ads.
On Saturday, Sept. 28, officials from the Bertolli pasta company uploaded a new ad to their Facebook page, with the caption "Sauce for all." The image shows pastas of the same shape holding hands, as well as pastas of different shapes embracing.
"We just wanted to spread the news that Bertolli welcomes everyone, especially those with an empty stomach," a rep for Orca im Hafen, Bertolli’s social-media agency in Germany, told AdFreak.
As of this writing the image has 827 likes and several positive comments.
"What you give is what you get, Bertolli - you’ll be getting lots of new customers," one Facebook user wrote. "Wonderful! Thank you from a regular customer and a believer of equality for all!" another said.