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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 means of an thrilling activation in collaboration with the New York Metropolis subway.
For World Pasta Day, Barilla set the stage for a rare celebration within the bustling coronary heart of New York Metropolis. Its iconic pasta containers have grow to be an emblem of connection, permitting individuals to journey by means of its boroughs to share a meal with family members.
In right this moment’s fast-paced world, the place the hustle and bustle of enormous cities usually takes priority, consuming habits are altering. An rising variety of individuals are eating alone, though typically mates or members of the family are just a few stops away.
“Togetherness Ticket”
On October twenty fifth, in collaboration with the New York Metropolis subway, Barilla remodeled iconic “Spaghetti n°5” containers of pasta into “Togetherness Tickets”, granting passengers a complementary subway trip. On that day, commuters unexpectedly stumbled on a particular Barilla newsstand outdoors of the Hudson Yards subway station, and as an alternative of promoting the standard subway tickets, the kiosk supplied a give-away of Barilla pasta containers.
As soon as on the subway entrance, a delicate technological insert allowed containers to open the turnstile, letting the traveller cross by means of like a daily 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 line with a worldwide survey commissioned by Barilla in August 2023*, 60% of respondents confessed to consuming alone extra often over the previous two years, forsaking shared meals for a fast chew on their very own.
The first cause cited for this shift towards solitary eating is busy work schedules. A major 48% of individuals surveyed lamented that their working hours saved 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 mates. Moreover, geographical distances from household and mates contributed to the rise of solitary meals, with 37% acknowledging it as a rising impediment.
Sharing Meals Might Positively Impression Relationships
Though individuals more and more eat alone, as a convincing 63% of individuals admitted to consuming solo throughout the week, a outstanding 93% consider that frequently sharing meals positively impacts relationships with family and friends. Constructing on this rising need, Barilla needed to remind us of the impression of meals, particularly pasta, in fostering higher human connections.
“At Barilla, we recognise that among the most treasured reminiscences 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 Officer of Barilla. “This World Pasta Day, we’re offering households and mates the chance to reconnect and have fun togetherness round a shared meal to foster deeper connections and revel in moments that final a lifetime.”
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