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Italy Unveils “La Pasta, Integratore di Felicità” Campaign with Women’s Volleyball Team

Unveiled in Rome, the initiative now rolls out a beach-volley tour ahead of its TV premiere in September.

Nazionale femminile: le azzurre testimonial della campagna sulla pasta del MASAF
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Overview

  • The Ministry of Agriculture, ISMEA and FIPAV officially launched the campaign on July 31 at Foro Italico with ministers and the national women’s volleyball squad as ambassadors.
  • The 2025 #Adessopasta beach-volley tour kicked off in Montesilvano and will visit five championship stops through August 3, featuring pasta tastings and interactive events.
  • A TV spot filmed at Centro Pavesi during the Azzurre’s training camp will air nationally in September, supported by radio ads and social-media reels.
  • The campaign highlights pasta’s low glycemic index for sustained energy and its role in boosting endorphins and serotonin to link proper nutrition with athletic performance.
  • Italy’s pasta industry produced 3.2 million tonnes in 2024, holds a 24% global market share and generated €8.7 billion in turnover, making pasta its second-largest export after wine.