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Italy Gets a Gay-Themed Pasta Commercial

Wednesday, June 11th, 2014

Findus Pasta adIn the wake of Barilla’s CEO saying they would never use gays or lesbians in their ads, another Italian pasta company has released a gay-themed pasta commercial.

Gay Star News reports:

Ten months after the head of the Barilla pasta company said his company would never use gay or lesbian people to promote its brand another Italian pasta company has done just that. A new ad by Findus Italia pastas released this month features a son coming out to his mother over pasta but it turns out that she already knew.

The commercial features gay son ‘Luca’ who is hosting a dinner party for his mom with his ‘flatmate’ Gianni. After wowing his mother with his culinary skills Luca tells his mother, ‘Mum, there is another little surprise: Gianni isn’t only my flatmate, he’s my partner.’ She replies, ‘My darling, I already got that,’ touching his hand.

Very cool, and a start at changing minds in Italy.

Find more articles and gay wedding resources in Italy.

Italy: Head of Barilla Pasta Meets With Gay Rights Groups

Tuesday, October 8th, 2013

barillaIn the wake of his damaging comments about gays – telling gay customers they could go buy another company’s pasta – Guido Barilla met with gay organizations in Italy to try to smooth things over.

Joe.My.God reports:

Barilla met Arcigay, Arcilesbica, Famiglie Arcobaleno, Gaynet and Equality Italia associations at the Regione Emilia-Romagna headquarters, where former Arcigay president and now regional councillor Franco Grillini has his office. Grillini told Gay Star News: “We spoke about the company’s policies and about the impact on the LGBT community worldwide. Mr Barilla apologized once again and told us they are really worried for the boycotting in North America. The news had a big impact in the United States and they went to the US last week to reinforce their presence in that country.” According to Grillini, “We could say Barilla is going to do a pro-gay campaign in the future, but it’s not sure at the moment. We have to meet again and to discuss their new ads. They’ll probably do something for our community, they have understood that LGBTs have a strong power.”

It’s good to see that the company is feeling the pressure. We’re not buying it again.

Find more articles and gay wedding resources in Italy.

Italy: Barilla Apologizes Again to the Gays, While Others Offer Alternatives

Saturday, September 28th, 2013

barillaEmbattled pasta maker Barilla apologized to the LGBT community once again for its presidents comments about never using a gay family in its commercials.

Joe.My.God reports:

“Yesterday I apologized for offending many people around the world. Today I am repeating that apology. Through my entire life I have always respected every person I’ve met, including gays and their families, without any distinction. I’ve never discriminated against anyone. I have heard the countless reactions around the world to my words, which have depressed and saddened me. It is clear that I have a lot to learn about the lively debate concerning the evolution of the family. In the coming weeks, I pledge to meet representatives of the group that best represent the evolution of the family, including those who have been offended by my words.”

While it’s a good start, we’re waiting for the company to feature a gay family in a new commercial.

In the meantime, rival pasta maker Bertolli has stepped up to the plate.


Passport Magazine has the details:

While Barilla, the largest pasta company, is scrambling to make up for their chairman’s disgusting remarks, other companies are taking advantage of Barilla’s rise to the top of the gay-boycott list. Bertolli’s German ad agency quickly created a clever ad featuring multiple pasta families. From gay penne, lesbian farfalle, and single farfalla to multi-colored straight couple with a doggy conchigliette. The caption on their social media reads “Love and pasta for all!” Bertolli is also no stranger to the gay market. The company partnered with LOGO and ran a great ad a couple years ago.

BuitoniBuitoni has also jumped into the act.

Edge Boston reports:

On Friday morning, Buitoni took to Facebook to post an image of tortellini used as male and female sex symbols, depicting opposite-sex, male same-sex and female same-sex “couples.” The text reads, “Pasta for all.” The post currently has 204 likes and a number of supportive comments: “Way to go Buitoni! Your whole wheat pastas are my fav out of the fridge and freezer! Equality Matters!,” one user wrote. “LOVE THIS!!! Way to go, Buitoni!!! Your pasta is high-quality, delicious, and doesn’t discriminate! Our family will be eating lots of Buitoni pasta in the future! Thank you!!!” another said.

RosettoFinally, SDGLN has a list of five other gay friendly pasta companies:

Now, more than ever, consumers are sending a message that they are watching to see if the business they patronize understand and honor issues important to them. Buyers have the power to vote with their dollar for companies that practice corporate social responsibility. So, should you find yourself without the taste for a piping hot plate of Barilla pasta tonight, here are a few LGBT-friendly pasta companies to satisfy your carb craving.

So until Barilla gets around to making that gay themed commercial, you have a lot of other pasta alternatives.

Italy: Barilla Chairman To Gays – Eat Another Brand

Friday, September 27th, 2013

barilla-pasta-360x211Guido Barilla, Chairman of the world-famous pasta maker Barilla, declared on a radio program that he would never use gay families in one of his commercials.

Queerty reports:

“I would never do an advert with a homosexual family,” Barilla told Italy’s La Zanzara radio show Wednesday night. “If the gays don’t like it they can go an eat another brand. For us the concept of the sacred family remains one of the fundamental values of the company. Everyone has the right to do what they want without disturbing those around them,” Barilla added, before pouring a zesty marinara sauce of hate over gay adoption. “I have no respect for adoption by gay families because this concerns a person who is not able to choose.”

The chairman has since apologized on Facebook. Sort of. reports:

With reference to my statements yesterday to the press, I apologize if my words have offended some people. For clarity I would like to point out that I have the deepest respect for all people, without distinction of any kind. I have the utmost respect for homosexuals and freedom of expression. I also said, and repeat, that I have respect for marriages between people of the same sex. Barilla in its advertising has always chosen to represent the family because this is the symbol of hospitality and love for everyone.

in other words, I’m sorry that you were offended, not that I offended you. The US president of the company has also apologized. Towleroad reports:

At Barilla, we consider it our mission to treat our consumers and partners as our neighbors – with love and respect – and to deliver the very best products possible. We take this responsibility seriously and consider it a core part of who we are as a family-owned company. While we can’t undo recent remarks, we can apologize. To all of our friends, family, employees, and partners that we have hurt or offended, we are deeply sorry.

It seems like every time we find a brand that we like, they go and do something right-wing or anti-gay. ::: sigh ::: At this point, it’s going to take an actual commercial featuring a gay family to quell the storm. Not half-assed apology.

Find more articles and gay wedding resources in Italy.