Barilla returns to The Simplyhealth Great North Run in 2017 in a partnership that sees the brand host a second edition of their ‘Barilla Pasta Party’, set to be the biggest Pasta Party in the UK. Held the day before the half-marathon. Barilla will sample hot servings of pasta, including new gluten free option, and authentic Italian sauce made using Italian ingredients at the Barilla Pasta Party. The brand will also be giving out goodie bags including a box of their famous blue-boxed pasta at the finish line of the race to all 48,000 runners taking part.
The brand’s growing presence in the UK has been bolstered by a recent episode of the BBC’s ‘Inside The Factory’ programme, which saw Gregg Wallace and Cherry Healey visit Barilla’s headquarters in Parma, where the Barilla family has been producing pasta for 140 years.
Held at the foot of the Gateshead Millenium Bridge, Barilla’s presence at this year’s event follows a series of large-scale consumer sampling events across the UK in 2016, as well as hosting last year’s Pasta Party, which saw over 22,000 runners enjoy a complimentary meal of Barilla Pasta and sauce ahead of the race.
Irene Ippolito, Barilla brand manager commented: “We’re delighted to host the Barilla Pasta Party again this year and to be involved with The Simplyhealth Great North Run– as a natural source of energy for traditional pre-run carb-loading, pasta is a great fit with such a popular event and this is a brilliant opportunity for us to reach UK consumers in a natural setting – as well as feeding some very hungry runners before the race! We’ve seen a 54% growth in pasta so far this year, despite the category declining by 1.1%* and find sampling events like this a brilliant way of connecting with pasta fans.”
Barilla’s range in the UK includes a number of pasta shapes available in durum wheat, whole wheat and gluten-free varieties as well as a range of tomato based sauces and pesto, available from Tesco, Morrisons, Ocado, Amazon (UK, Pantry & Fresh) and a large number of independent retailers.