SAMY has secured a global Influencer Marketing partnership with Barilla Group, expanding the social-first agency’s growing roster of major consumer brand accounts.

The collaboration is already active across Italy, Brazil, Germany, and Switzerland for the Barilla brand, as well as Sweden, Denmark, and Italy for Wasa, the Barilla-owned brand commercialized in those markets.

Under the partnership, SAMY will develop a unified global creator strategy designed to maintain Barilla’s brand voice while allowing for local market adaptation. Deliverables include strategic playbooks, market guidance, and campaign execution support, with an emphasis on long-term creator relationships rather than one-off activations.

Alessio Garbin, Digital Experience Director at Barilla Group, said in the announcement that the partnership advances the brand’s social positioning. “Around the world, Barilla has always stood for bringing people together and creating meaningful connections by sharing quality food. Partnering with SAMY helps us strengthen this mission through human, culturally meaningful storytelling that reflects real life and real community.”

Sonsoles Piñeiro Kruik, Global Chief Growth Officer at SAMY, framed the mandate in terms of creator relevance. “Influencer Marketing today is about more than reach, it’s about belonging. We are proud to support Barilla with creator stories that stay true to the brand and deliver meaningful impact.”

The Barilla win adds to a run of major account appointments for SAMY. In March 2026, Unilever selected the agency to lead global influencer strategy for its Foods business group, covering 13 markets and anchored by the Hellmann’s and Knorr brands. That mandate uses SAMY’s proprietary Maia platform, which provides access to more than 120 million influencers and associated performance data. 

SAMY’s existing client base includes L’Oréal, Diageo, Microsoft, and Samsung.

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