Dive Brief:

• Pasta maker Bertolli is taking advantage of the backlash over remarks made by rival Barilla's president, Guido Barilla, that he would never feature gay couples in his company's advertising.
• Bertolli Germany was quick to capitalize by posting pro-gay imagery on its Facebook feed, captioned "Love and pasta for all!"
• The brand has been gay-friendly for several years in Germany, but has yet to expand that sort of marketing outreach to the U.S.

Dive Insight:

Positioning itself as a pasta of the people is a smart move for Bertolli following Guido Barilla's poor decision to mix his personal views and business. After all, one business' pitfall is another's opportunity for growth.