Anti-Gay Remarks from Pasta-Maker Barilla Prompt Boycott

The pasta company is in hot water after its head said he would never use a gay couple in ads.
2:01 | 09/27/13

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Transcript for Anti-Gay Remarks from Pasta-Maker Barilla Prompt Boycott
world's largest pastamaker, in decidedly hot water for controversial comments made by its chairman. Barilla getting heat and facing a boycott because the boss said he would never use a gay couple in ads. It sent the social media universe into a firestorm yesterday. Paula faris has the story. Reporter: If you've ever cooked spaghetti, chances are you had one of these iconic blue boxes in your cabinet. The choice of italy. Reporter: But this morning, barilla, one of the world's leading makers of pasta, is finding itself in hot water. After the head of the family-owned company told an italian radio station his company would not feature same-sex families in its ads. Saying that if gay customers don't like it, they can, quote, eat someone else's pasta. Guido barilla says the backbone of its brand is a family image. Within hours, anger on social media reached a boiling point. Model christine tegan, the model of singer, john legend. Yikes, bye-bye me using barilla. And a twitter hash tag for a boycott is trending worldwide. A statement like this is made. On the other side of the world, it becomes a controversy in a matter of minutes. It's the speed of a tweet, it becomes a controversy. Reporter: The pasta powerhouse eclipses $500 million a year in u.S. Sales alone, which could now be affected. Something like this doesn't happen in a vacuum these days. Reporter: All of which means, without an apology, those comments could now cost barilla, a pretty penny. For "good morning america," paula faris, abc news, new york. Many are eager to see what is going to happen with the bottom line. With all this. When this hit social media yesterday, it lit up. It broke twitter and rightfully so. Now, to the emotional night

This transcript has been automatically generated and may not be 100% accurate.

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