Barilla Appoints SAMY as Global Influencer Marketing Partner

Apr. 22, 2026

Barilla, the world's largest pasta maker, has appointed social-first agency, SAMY, as its global influencer marketing partner. 

The appointment reflects Barilla's commitment to build a global creator ecosystem that reinforces Barilla’s cultural presence and deepens the brand’s connection with communities worldwide. The partnership will also see the debut of the pasta brand’s renewed social positioning, built on the belief that moments of togetherness matter more than ever. 

The partnership is already activated across some of the main markets: Barilla in Italy, Brazil, Germany and Switzerland, and WASA (where it is the commercialised brand) in Sweden, Denmark and Italy.

SAMY will develop a unified global creator strategy that maintains Barilla’s brand voice while allowing for meaningful local adaptation. This includes the development of strategic playbooks, market guidance, and support across campaign execution, with a focus on creator relationships designed to build long-term connections and relevance. These creators will serve as authentic voices that reflect Barilla’s warmth, care, and Italian heritage.

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.”

 

Sonsoles Piñeiro Kruik, Global Chief Growth Officer, SAMY added:

“Influencer marketing today is about more than reach; it’s about belonging. The creator stories that we are making with Barilla will stay true to the brand and deliver meaningful impact across these smaller, niche online communities.”