Barilla is returning to the UK’s TV screens with a campaign running across ITVX, Sky, Amazon, Channel 4 and YouTube.

Part of a £1m investment, the campaign, entitled ‘The Recipe for Togetherness’, will reach 25% of all ABC1 adults, with at least 12m impressions. The 20- and 30-second executions see a family ignoring digital distractions from an array of mobile phones, tablets and TV screens to instead sit down and enjoy an authentically Italian meal.

Managing director at Barilla’s UK distributor, Euro Food Brands Peter Butler, said: “Getting Barilla back on screen shows retailers that we’re determined to give them the high-profile support they’ve been demanding from brands. Together with further promotional work, the campaign will help us grow sales of this authentic Italian brand still further - whether in dry pasta, pesto or sauces.”

Marketing manager for Export Markets at Barilla, Alberto Costella added:“In Italy, Barilla is the number one pasta brand and with the UK being an important market, we’re looking to achieve the same position here – Barilla is ready to play a key role in the category. The TV campaign is a significant further investment aimed at increasing Barilla’s awareness and consideration in the UK. Our vision is to be the one-stop brand in pasta meals, offering shoppers the widest choice and bringing value to the category.”