Barilla brings the carbs and collabs for SG60 and Merdeka Day

Pasta brand Barilla is marking Singapore’s SG60 and Malaysia’s Merdeka Day with twin campaigns tapping into national pride, local flavour, and a love of carbs.

In Singapore, the Italian pasta maker has teamed up with three homegrown F&B brands, COLLIN’S, PastaMania, and Twyst, for a National Day campaign spotlighting "Local pasta champions". The tie-up aims to celebrate Singapore's diverse dining culture while reinforcing Barilla’s positioning as the go-to brand for authentic Italian flavours.

COLLIN’S, which began as a one-man hawker stall helmed by Chef Collin, now ranks among Singapore’s leading Western restaurant chains. PastaMania, founded in 1998, has grown into the country’s largest Italian casual dining chain. Twyst, launched in 2021 by local trio Lester Goh, Koh Wei Chong and Han Zhongchou, offers over 200 customisable pasta combinations using Barilla pasta across 13 outlets.

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From now until 10 August, shoppers who purchase any Barilla products at FairPrice, Cold Storage, or RedMart can redeem a SG60 "Local pasta champions" dining voucher pack, featuring deals from all three restaurant partners.

Over in Malaysia, Barilla is celebrating Merdeka by merging fashion and food in a collab with iconic handbag designer Christy Ng.

Known for her sophisticated design sensibility, Ng has created a limited-edition premium tote bag inspired by Malaysia’s multicultural identity and culinary heritage. The campaign blends Barilla’s Italian roots with Malaysian artistry in a move that aims to deepen brand resonance through lifestyle relevance.

The exclusive tote will roll out from 14 July at selected retailers including AEON, Isetan, Jaya Grocer, Lotus’s, Mercato, and Village Grocer, bundled with select Barilla products.

“For over 145 years, Barilla has brought families together around the dinner table. As we celebrate the upcoming festivities in Malaysia and Singapore, we are bringing the spotlight to our partners who are helping us bring communities together," said Melissa Chin, head of categories and marketing, Barilla South & Southeast Asia.

She added, "We are dedicated to supporting those who, like us, believe in delivering authentic, high-quality experiences that unite people around the shared love of food."

These regional campaigns follow hot on the heels of Barilla’s recent announcement that it has joined Formula 1 as an official partner in a multi-year deal. As part of the partnership, Barilla will operate pasta bars around the paddock and in the exclusive Paddock Club, while also activating trackside signage, digital promotions, and branded experiences for fans worldwide.

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