• by Erik Oster , August 23, 2023

With the U.S. Open on the horizon next week, pasta producer Barilla premiered a plate-ready promotion in partnership with tennis phenom Coco Gauff, entitled "Barilla Serving Love."

Playing on the term "love" in reference to zero in tennis scoring, Barilla is highlighting the "zero additives" selling point behind its Chickpea and Red Lentils Pasta. In a sweepstakes, the company is giving away pasta meal kits every time Gauff serves with “love” during the tournament’s opening weekend. Additionally, one participant can win a grand prize of free groceries for a year. Entries open today through Aug. 30 at https://barillaservinglove.com/

"We wanted to make sure there’s nothing holding fans back from letting their creativity shine in the kitchen," Barilla Brand Marketing Director Angela Cotter told Marketing Daily. "With ingredient simplicity as a starting point, we thought about how else we might serve love during this moment -- and felt everyone can appreciate a year’s worth of free groceries heading into the busy fall and holiday seasons."

Barilla has partnered with Gauff since 2019, when the tennis phenom was just 15. She has appeared in a number of broadcast and social campaigns for the brand, but Cotter explained this is "the first time we’re putting a stronger consumer effort around her, and the biggest event in American tennis provides the perfect backdrop.”

Cotter said the timing of the campaign also follows the recent launch of Barilla Chickpea Orzo. “We know that people are looking for smart ways to incorporate protein in their meals,” with the item offering consumers “surprising” ways to incorporate a meatless protein.

She added that the brand would take what it learns from the “Barilla Serving Love” initiative "and see what other exciting opportunities it creates in the future."