Tag Archives: profit loss

Barilla Pasta Plans “Inclusive” TV Ads After Major Disaster With Anti-Gay Remarks

Barilla Bigitoni


Okay so we all know the story.

Barillia Pasta CEO Guido Barilla made anti-gay remarks to a radio interviewer in September in Italy and commented afterwards that if the “gays didn’t like they could eat somebody else s pasta”.  Well we didn’t eat it and neither did our straight allies around the world.  Now with the effects of the boycott taking a monetary toll on top of the company’s profits falling more than 21 percent  as Italy struggled through its worst recession in six decades last year.  Barilla pasta has decided that they will embrace the gay and work on a new advertising campaign “that will be much more open and much more inclusive,”

Guido Barilla,, since the PR nightmare has held at least eight meetings with gay organizations and activists both in Italy and in the United States and Barilla will now also participate in the U.S.-based Human Rights Campaign’s corporate equality index, (You know the HRC got some serious Lira)

“Italy is a very insular country, company spokesman Luca Virginio told Reuters, saying the firm had been shocked by the global backlash.

“The meetings have helped open our eyes and ears to the evolution taking place in the world outside Parma.”

He said the shock could lead to a shift in focus from rosy depictions of traditional Italian family life that have always been the staple of Barilla advertising campaigns.

LGBT journalist Daniel Villarreal summed it up micely on his Facebook page:

Hey guess what, Barilla Pasta? I don’t care how many “gay inclusive” ads or “diversity committees” you set up in your company. Your CEO’s shitty, anti-gay bigotry have lost me PERMANENTLY as a customer. So way to be suddenly progressive this late in the game, but you won’t get another dime from this faggot.

And I agree with Daniel 100 percent.  A few commercials with two gay guys playing Lady and the Tramp over a plate of spaghetti and paying off the Human Rights Campaign IS NOT going to make me start buying their pasta again.

And neither should you.