Barilla United Commuters and Hearts On World Pasta Day

October 30, 2024

2

0

Barilla, LePub, OMD and MSL launched into the mission “Togetherness Ticket” marketing campaign to encourage a connection over a meal this World Pasta Day by an thrilling activation in collaboration with the New York Metropolis subway.

For World Pasta Day, Barilla set the stage for a unprecedented celebration within the bustling coronary heart of New York Metropolis. Its iconic pasta packing containers have change into a logo of connection, permitting individuals to journey by its boroughs to share a meal with family members.

In at this time’s fast-paced world, the place the hustle and bustle of huge cities usually takes priority, consuming habits are altering. An growing variety of persons are eating alone, although typically buddies or members of the family are only some stops away.

Image source: Barilla

“Togetherness Ticket”

On October twenty fifth, in collaboration with the New York Metropolis subway, Barilla remodeled iconic “Spaghetti n°5” packing containers of pasta into “Togetherness Tickets”, granting passengers a complementary subway experience. On that day, commuters unexpectedly stumbled on a particular Barilla newsstand outdoors of the Hudson Yards subway station, and as a substitute of promoting the standard subway tickets, the kiosk supplied a give-away of Barilla pasta packing containers.

As soon as on the subway entrance, a refined technological insert allowed packing containers to open the turnstile, letting the traveller cross by like an everyday ticket would do – with no complexity for shoppers. Greater than only a ticket, Barilla’s marketing campaign invited people to step out of their solitary routines and join with their family members over a scrumptious pasta meal.

In response to a world survey commissioned by Barilla in August 2023*, 60% of respondents confessed to consuming alone extra steadily over the previous two years, forsaking shared meals for a fast chunk on their very own.

The first purpose cited for this shift towards solitary eating is busy work schedules. A big 48% of individuals surveyed lamented that their working hours stored them from sharing meals with their family members, highlighting the impression of our on-the-go life on high quality time spent with household and buddies. Moreover, geographical distances from household and buddies contributed to the rise of solitary meals, with 37% acknowledging it as a rising impediment.

Sharing Meals May Positively Impression Relationships

Though individuals more and more eat alone, as a convincing 63% of individuals admitted to consuming solo in the course of the week, a outstanding 93% consider that recurrently sharing meals positively impacts relationships with family and friends. Constructing on this rising need, Barilla wished to remind us of the impression of meals, particularly pasta, in fostering higher human connections.

“At Barilla, we recognise that a number of the most treasured recollections in life are shaped across the desk with family members, however demanding schedules can pull us aside from what issues most,” mentioned Ilaria Lodigiani, Chief Class & Advertising and marketing Officer of Barilla. “This World Pasta Day, we’re offering households and buddies the chance to reconnect and have fun togetherness round a shared meal to foster deeper connections and revel in moments that final a lifetime.”