Taking advantage of their biggest competitor’s feud with human rights groups, Bertolli Pasta’s German unit came up with a clever pro-gay advertising strategy.
Guido Barilla, president of Barilla, the world’s largest pasta brand, got into trouble over his anti-gay remarks last week. The Italian pasta maker said that he wouldn't feature same-sex couples in his company's commercials because he preferred the "traditional" family. He also said, “If gays like our pasta and our advertising, they'll eat our pasta. If they don't like it, then they will not eat it and they will eat another brand.”
Read More: Pasta In Hot Water After Anti-Gay Comments
The comment sparked social media protests and prompted several online petitions in English, German and Italian, including one by Italian playwright and Nobel Prize winner Dario Fo.
Although Guido Barilla apologized saying he respected everyone, “including gays and their families,” it might take some more time for people to forgive him.
Following the outrage over Barilla, Bertolli Pasta posted their latest advertisement banner on Facebook featuring pairs of the same types of pasta holding hands and walking down a spoon into a bowl.
The ad was accompanied by a tagline in German which translated to “Love and pasta for all!”
You can watch the Bertolli’s pro-gay ad in the image below:
This is not the first time Bertolli brand has promoted pro-gay values through their advertising. According to reports, the company ran a commercial in 2009 featuring a gay couple. You can watch it in the video below: