San Antonio-based NatureSweet says it has teamed up with pasta maker Barilla on a co-branded campaign aimed to help consumers transform summer salads.
NatureSweet will highlight its Cherubs snacking tomato in the “Salads Done Right” campaign with Barilla’s Protein+ Cellentani pasta, made with golden wheat and chickpea, lentil and pea protein, according to a news release.
“This partnership is creating mouthwatering summer pasta salads that are packed with protein, fiber, calcium, and even more vitamins and minerals,” Lori Castillo, NatureSweet vice president of marketing, said in the release. “Our fresh and sweet snacking tomatoes complement the pasta recipes beautifully, the perfect balance — light, refreshing, and satisfying — for families on the go, embarking on their next summer adventure.”
The “Salads Done Right” campaign, which runs from May 27 to July 13, will feature recipes, strategically located signage in both produce and pasta aisles, custom displays, retail media placements and targeted digital advertising to engage online consumers at Kroger and ShopRite stores.
“Pasta is truly the perfect base to any salad and the addition of NatureSweet snacking tomatoes is a great pairing,” Angie Cotter, U.S. pasta brand marketing director for Barilla Americas, said in the release. “We hope that our partnership together inspires fans to get creative in the kitchen as they prep for barbecues, picnics or weekly meals.”
