Helping Barilla Deepen Its Connection With Global Communities Worldwide
The new partnership between Barilla and SAMY supports the brand’s renewed social positioning, built on the belief that moments of togetherness matter more than ever. This collaboration is already active across key markets, including Italy, Brazil, Germany, and Switzerland for Barilla, as well as Sweden, Denmark, and Italy for WASA (where it is the commercialised brand).
“Around the world, Barilla has always stood for bringing people together and creating meaningful connections by sharing quality food,” said Alessio Garbin, Digital Experience Director at Barilla Group. “Partnering with SAMY helps us strengthen this mission through human, culturally meaningful storytelling that reflects real life and real community.”
In an increasingly digital world, Barilla aims to spark the intention to gather. Not just by encouraging people to come together, but by making togetherness feel natural, effortless, and rewarding. Through SAMY, this promise will come to life across cultures, with creators serving as authentic voices that reflect Barilla’s warmth, care, and Italian heritage.
Global Strategy with Local Resonance
Specifically, we will develop a unified global creator strategy that maintains Barilla’s brand voice while allowing for meaningful local adaptation. This includes strategic playbooks, market guidance, and support across campaign execution, with a focus on long-term creator relationships that build genuine relevance rather than one-off activations.
“Influencer marketing today is about more than reach, it’s about belonging,” added Sonsoles Piñeiro Kruik, Global Chief Growth Officer at SAMY. “We are proud to support Barilla with creator stories that stay true to the brand and deliver meaningful impact.”
Together, Barilla and SAMY aim to build a global creator ecosystem that reinforces Barilla’s cultural presence, one shared moment at a time.
