Vitto and the Barbarians Women: a summer of Rugby and Brand building

This summer, Vitto continued to build its presence in the UK through a partnership with one of rugby’s most distinctive teams: the Barbarians Women.

Announced in June, the collaboration saw Vitto become an official partner of the Barbarians Women’s team ahead of their fixture against Wales at Allianz Stadium, bringing together two brands with shared values around having fun, international outlook and bringing people together.

For Atlante, the partnership represented another step in the development of Vitto as a consumer-facing brand in the UK, creating opportunities to build awareness beyond the grocery aisle and connect with new audiences through sport.

Behind the scene with the Barbarians

The partnership extended well beyond match day. During the Barbarians’ training week in London, the Vitto team had the opportunity to spend time with the squad and capture a range of content behind the scenes, from training sessions and team talks to some of the more light-hearted moments that are central to the Barbarians experience.

The Barbarians are unique in international rugby, bringing together players from different clubs, countries and backgrounds for a short period before competing as one team.

That international spirit felt particularly relevant to Vitto, a brand created by Atlante to bring a contemporary expression of Italian food to consumers across different markets.

Vitto talks to the pitch

The week culminated with the Barbarians Women facing Wales at Allianz Stadium on 27 June. Seeing the Vitto name adorning the Barbarians jersey, and featuring on the screens around the stadium marked an important moment for the brand and gave it visibility on one of rugby’s most recognisable stages.

Beyond the match itself, the partnership provided Vitto with a platform to tell its story in a new way: moving the brand beyond product-focused communication and associating it with shared experiences, personality and community.

It also reflected Atlante’s wider approach to brand development, combining strong products and distinctive design with activity that helps brands connect with consumers in relevant cultural and lifestyle spaces.

Continuing to build the Vitto brand

Vitto has continued to grow in the UK since its launch, with the brand designed around a simple proposition: making authentic Italian food accessible, contemporary and full of personality.

Its partnership with the Barbarians Women formed part of that wider growth journey, helping to strengthen awareness of the brand while creating a memorable moment around one of the summer’s major sporting occasions. From the training ground to Allianz Stadium, the collaboration gave Vitto the opportunity to introduce the brand to a new audience.

A memorable summer, and another step forward for Vitto in the UK.