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Frédéric Leroy @fleroy1974
, 6 tweets, 2 min read Read on Twitter
With low-carb on the rise, Barilla has a clear mission: make us believe that pasta is healthy and good for the planet. Its strategy? Blame meat.

With a little help from its EAT-Lancet friends...

cnnmon.ie/1QqyoOg
This is not just your conventional marketing.
Davos. Banks. Food policy makers. NGOs.
Signing a memorandum of understanding with the Ministry of Education.
Targeting primary schools with "an educational project".

barillacfn.com/en/educative_p…
Barilla's marketing machine is playing the "value" & "lifestyle" card since decades. That's how the family reached billionaire status. The "plant-based" narrative is now the new money maker.

From: "Marketing Modernity: Italian Advertising from Fascism to Postmodernity"
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