Barilla taps Lowe Singapore for shopper marketing duties

Barilla, which set up operations in Singapore in 2012, is preparing to launch in key markets across the rest of Southeast Asia. Lowe will work on launch campaigns for the company’s pastas, focusing on below-the-line marketing in Singapore.

The brand awarded the work following an extended two-month pitch process.

“We’re very excited about this partnership,” said Srija Chatterjee, regional business director, Lowe Singapore. “Barilla is an iconic brand to be working with and this is a part of the world where cuisine is taken seriously.”

Indeed, pasta is increasingly popular among consumers in Singapore who want to save time and seek convenience owing to their hectic lifestyles. According to market research company Euromonitor, pasta is expected to grow 2 per cent to reach US$9.4 million in 2016. At present, San Remo Macaroni leads the category in Singapore with a 28 per cent value share in 2012.

Founded in Parma, Italy in 1877 from a shop that made bread and pasta, Barilla has grown to be among the top Italian food groups, and a leader in pasta and pasta sauce in Europe.