Barilla Canada launched heart-shaped pasta based on the success of a similar promotion in the U.S. in the lead up to Valentine’s Day. The national retail launch also builds on Barilla’s 2024 Love Pasta Sweepstakes, where Canadians vied to win their own box through a digital contest.

The limited-edition “Barilla Love Pasta” is available at grocery retailers across Canada for the first time, including Walmart, IGA, Metro Quebec, Save-On-Foods, Giant Tiger and Federated Co-op. The pasta can be found in special displays throughout grocery stores near the pasta aisle, by the cashier or in the seasonal sections, as well as online.

“Seasonal marketing plays a significant role in Barilla Canada’s strategy,” Naila Bassin, associate director of marketing at Barilla Canada, tells strategy. “It allows us to create timely, culturally relevant campaigns that resonate with consumers’ emotions and traditions. With Love Pasta, we’re tapping into Valentine’s Day and the broader theme of love and togetherness to build brand equity and inspire moments of connection around the table.”

Bassin adds that the U.S. launch of Love Pasta two years ago provided key insights into the growing demand for novelty, limited-edition pasta shapes and the emotional connection they create during seasonal moments.

“Canadian consumers pleaded to the brand to bring this special shape to Canada,” she says. “Key facts from the U.S. launch also informed our decision. Specifically, it generated enormous interest amongst Gen Z consumers and demonstrated strong sales incrementality. The strength of the Barilla brand equity was a notable contributing factor, Barilla’s iconicity played a big role in successfully growing the pasta category beyond classic shapes.”

Barilla Canada’s primary goal was to improve its brand differentiation by using different strategic corridors, Bassin says.

“By launching Love Pasta, we’re addressing this demand while also driving traffic to retail partners during a key seasonal period,” Bassin explains. “Furthermore, with inflationary pressures and rising food costs, pasta remains a critical category for both retailers and consumers, offering affordability without sacrificing nutrition and quality. Love Pasta builds on these strengths, driving engagement during a key seasonal moment while helping us continue to differentiate the Barilla brand in a competitive market.

The campaign is integrated with influencer and media partnerships. Agency partners included Zeno Group Canada and OMD Canada.