Barilla, a pasta maker with a rich 145-year history, is stirring up the Valentine's Day celebrations with a unique competition. The company is offering a limited-edition heart-shaped pasta as part of a 'Pasta Love' gift set to 200 lucky winners. The competition, which runs from February 1 to February 15, 2024, requires participants to purchase two eligible Barilla products, register on the Barilla website, upload proof of purchase, and fill in their details for a chance to win.

The 'Pasta Love' gift set includes the limited-edition heart-shaped Barilla pasta, a gift tin with recipes, Barilla Rich Slow Cooked Sauce, a pasta serving spoon, and a $25 gift card. The heart-shaped pasta, with both smooth and ridged textures, comes with recipes crafted by Academia Barilla chef Marcello Zaccaria.

"We at Barilla hope to demonstrate the value of letting actions speak louder than words, emphasising that cooking pasta is a sign of love. As new love languages emerge, this Valentine’s Day we want to encourage people to express their appreciation and affection in inventive ways, preparing a pasta dish in order to truly say ‘I love you’. After all, when words fall short, Barilla believes that pasta speaks to the heart." said Ilaria Lodigiani, Chief Category Marketing Officer, Barilla.

Barilla's initiative comes on the back of a research initiative conducted in five countries, including Australia. The research, conducted by YouGov, revealed that 72% of Australians associate 'love' with returning home to their favourite food for dinner or cooking with a loved one after a stressful day. Furthermore, 75% of Australians prefer to celebrate intimate moments of romance in private, and 37% find public displays of love embarrassing. Valentine's Day celebrations in Australia are not limited to romantic partners, with nearly 20% of respondents celebrating with friends, parents, or relatives.

Barilla, a family business chaired by brothers Guido, Luca, and Paolo Barilla, is not listed on the Stock Exchange. The company's Valentine's Day competition reflects its belief in the power of food as a language of love, and its commitment to encouraging people to express their feelings through the simple act of cooking pasta.