Pasta maker Barilla has appointed social-first agency SAMY as its global influencer marketing partner.   

The appointment followed a formal pitch process. There was no incumbent.   

The appointment follows Barilla's decision to build a global creator ecosystem that reinforces the brand’s cultural presence.   

The partnership is already activated across some markets including Italy, Brazil, Germany, Switzerland, Sweden and Denmark.   

SAMY will develop a unified global creator strategy that maintains Barilla’s brand voice while allowing for local adaptation, the agency said. This includes the development of strategic playbooks, with a focus on creator relationships.    

Alessio Garbin, Digital Experience Director, Barilla Group, commented, “Around the world, Barilla has always stood for bringing people together and creating meaningful connections by sharing quality food. “Partnering with SAMY helps us strengthen this mission through human, culturally meaningful storytelling that reflects real life and real community.”