Barilla, the largest pasta producer in the world, has chosen Aduro Communications to deliver its first ever UK press and PR support.
Worth €3.3bn globally, Barilla sells more than 100 types of pasta and 15 different pasta sauces.
Aduro has been briefed to introduce the pasta giant to UK press for the first time through an influencer-focused campaign. The team will also support experiential activity.
Irene Ippolito, Barilla’s UK brand manager, said: “It is important for us to find an agency that understands the UK consumer and has a wealth of experience in food and drink. Aduro has just that and we’re looking forward to working with it to grow our UK business.”