Italian pasta producer Barilla has this week launched its first ever TV campaign for the UK market, as part of an ambitious plan to become Britain’s number one Italian meal brand.

Produced by Publicis-owned Le Pub, the 30-second spot pokes fun at the modern tendency for families to take their meals separately by encouraging them to return to the traditionally festive sit-down meal.

The film was commissioned after research conducted by Barilla indicated that close to half of consumers would feel an increase in happiness if they were able to spend more time with loved ones.

“In Italy, Barilla is the number one pasta brand and with the UK being a key strategic market, we’re looking to achieve the same position here. With the increased distribution, we feel the brand is ready to play a key role in the pasta category,” Barilla marketing manager for export markets, Alberto Costella, said.

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“Barilla’s new TV campaign plays a key role in this and is our first tangible investment with the aim of increasing Barilla’s brand awareness and consideration. Our vision is to be the one stop brand in pasta meals, offering shoppers the widest choice and bringing value in the category.”

The UK is one of the first markets in which the ad has broken, signifying the brand’s strategic intent to make inroads into what is a highly receptive market for Italian food.

The pasta brand’s chief marketing officer Ilaria Lodigiani added: “As a brand, we feel strongly that food brings people together and have made it our mission to promote pasta as a sign of love to share.

“Where movements such as digital detoxes can seem like a big step to make for many, at Barilla we hope that this campaign can empower people to be more present by challenging themselves to be inventive in the kitchen and create memorable moments that facilitate togetherness.”