Mother’s Day: Don Vittorio by Alicorp Celebrates Mom’s Love with a Giant Card and Donates Over a Ton of Food.

• Aiming to create the largest love card in the country.

Ecuador, May 2025 — As part of Mother’s Day celebrations, Alicorp, one of the leading companies in the mass consumer goods sector in Latin America with commercial operations in 7 countries, launches a special campaign in honor of Ecuadorian mothers. The initiative seeks to highlight the central role of mothers at home and in society, while reaffirming Alicorp’s commitment to innovation and social responsibility in Ecuador.

One of Alicorp's strongest emotional marketing campaigns, through its brand Don Vittorio, celebrates a mother’s perfect love with perfect pasta, leveraging the powerful insight that “moms will always see perfection in the details we create for them.” In this spirit, the campaign features children’s crafts made using pasta. The initiative, called “The Perfect Celebration with the Perfect Pasta,” emphasizes that perfection lies not in the absence of mistakes, but in the love and authenticity of people.

The campaign kicks off on May 2 with an activation at Mall del Sol in Guayaquil, where families can help create the largest love card in the country using Don Vittorio pasta. This symbolizes that in the midst of daily hustle, no gesture of love is more perfect than a handmade card crafted with affection — and that perfect pasta deserves a celebration this big. There will also be a space where children and parents can craft a personalized card using decorative materials and messages dedicated to mom — a special keepsake to take home. Once completed, the giant card will tour Guayaquil with a heartfelt message: “You are perfect, Mom.”

The campaign seeks to strengthen the brand’s image as a symbol of love, closeness, and authenticity, celebrating real stories and special moments that unite Ecuadorian families. “At Alicorp, we want to share that perfection lies not in flawlessness, but in the love we put into every meal. Through this activation, we aim to break with traditional category codes and build a brand that is more relatable, emotional, and aligned with real family life in Ecuador,” said Rafael Pera, Marketing Manager of Alicorp Ecuador.

Additionally, in alignment with its purpose of “Feeding a Better Tomorrow,” the company will donate over 1,400 kilos of food (pasta and sauces) to the Quito Food Bank and Diakonía in Guayaquil — organizations that positively impact vulnerable people in Ecuador by recovering and distributing food in good condition. This contribution represents approximately 2,400 meals, aligning with the company’s integrated sustainability strategy and commitment to community wellbeing and development.