“Togetherness Is Just a Box Away”: Barilla United Commuters and Hearts On World Pasta Day

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Barilla, LePub, OMD and MSL embarked on the mission “Togetherness Ticket” campaign to encourage a connection over a meal this World Pasta Day through an exciting activation in collaboration with the New York City subway.

For World Pasta Day, Barilla set the stage for an extraordinary celebration in the bustling heart of New York City. Its iconic pasta boxes have become a symbol of connection, allowing people to travel through its boroughs to share a meal with loved ones.

In today’s fast-paced world, where the hustle and bustle of large cities often takes precedence, eating habits are changing. An increasing number of people are dining alone, even though sometimes friends or family members are only a few stops away.

“Togetherness Ticket”

On October 25th, in collaboration with the New York City subway, Barilla transformed iconic “Spaghetti n°5” boxes of pasta into “Togetherness Tickets”, granting passengers a complementary subway ride. On that day, commuters unexpectedly came upon a special Barilla newsstand outside of the Hudson Yards subway station, and instead of selling the usual subway tickets, the kiosk provided a give-away of Barilla pasta boxes.

Once at the subway entrance, a subtle technological insert allowed boxes to open the turnstile, letting the traveller pass through like a regular ticket would do – with no complexity for consumers. More than just a ticket, Barilla’s campaign invited individuals to step out of their solitary routines and connect with their loved ones over a delicious pasta meal.

According to a global survey commissioned by Barilla in August 2023*, 60% of respondents confessed to eating alone more frequently over the past two years, forsaking shared meals for a quick bite on their own.

The primary reason cited for this shift toward solitary dining is busy work schedules. A significant 48% of people surveyed lamented that their working hours kept them from sharing meals with their loved ones, highlighting the impact of our on-the-go lifestyles on quality time spent with family and friends. Additionally, geographical distances from family and friends contributed to the rise of solitary meals, with 37% acknowledging it as a growing obstacle.

Sharing Meals Could Positively Impact Relationships

Although people increasingly eat alone, as a resounding 63% of people admitted to eating solo during the week, a remarkable 93% believe that regularly sharing meals positively impacts relationships with friends and family. Building on this emerging desire, Barilla wanted to remind us of the impact of food, specifically pasta, in fostering better human connections.

“At Barilla, we recognise that some of the most treasured memories in life are formed around the table with loved ones, but demanding schedules can pull us apart from what matters most,” said Ilaria Lodigiani, Chief Category & Marketing Officer of Barilla. “This World Pasta Day, we are providing families and friends the opportunity to reconnect and celebrate togetherness around a shared meal to foster deeper connections and enjoy moments that last a lifetime.”