Barilla's Togetherness Tickets Unite Commuters and Hearts on World Pasta Day

For World Pasta Day, Barilla set the stage for an extraordinary celebration  in the bustling heart of New York City, one of the world's most hectic metropolises, where 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 and an increasing number of people are dining alone, even though sometimes friends or family members are only a few stops away. 

On October 25th, in collaboration with the New York City subway, Barilla has transformed iconic 'Spaghetti n°5' boxes of pasta into 'Togetherness Tickets', granting passengers a complementary subway ride. On this 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 was an invitation for 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. 

Although people are increasingly eating alone, as a resounding 63% of people admitted to eating solo during the week, a remarkable 93% believe that regularly sharing meals has a positive impact on relationships with friends and family. Building on this emerging desire, Barilla wanted to remind us of the impact of food and more 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 and marketing officer, 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.” 

About the campaign, Bruno Bertelli, global chief executive officer at LePub, commented, “The project combined many elements to create something relevant. Thanks to technology, which allowed us to turn a box of pasta into a real subway ticket, we entered people's daily lives in an extremely simple and natural way. For this activation, the centrality and role of the product is the key element that brings attention back to the meaningfulness of connections between people and their friends or family members. Pasta has always created an opportunity for people to spend time together, and ‘The Togetherness Ticket’ is an explicit and tangible invite to make it happen.” 

OMD Italy, in its role of strategic coordination of the actors involved, has designed an out-of-home domination on the New York subway, thanks to the involvement of different teams. The activation perfectly combines the idea of 'Togetherness is just a box away' with the iconicity of the  chosen location, which is known not only as a place of frenetic passage but also as a highly recognisable spot. 

“The project involved the entire OMD network, coordinated by Milan. Barilla and ‘Togetherness Tickets’ created a campaign with international reach. OMD US and OMD Italy worked side by side for a multichannel activation, amplified by the entire OMD network, in the full spirit of Togetherness.” commented Francesca Costanzo, managing director of OMD Italy. 

To promote the initiative and invite people to celebrate World Pasta Day with their loved ones, Barilla involved world’s number one skier and seven-time world champion Mikaela Shiffrin and Barilla Ambassador since 2012, who commented, "As an athlete who's constantly on the move, I understand the challenges of maintaining meaningful connections with friends and family. Barilla’s subway activation is a fantastic opportunity to remind everyone that no matter how busy life gets, taking a moment to share a meal with loved ones, especially over a delicious plate of pasta, is a source of strength and joy.”  

On this year’s World Pasta Day, Barilla invited people to reunite with the ones they love to bond over good pasta and savour well-spent moments together. This celebration served as a reminder that sharing a meal is more than just a meal, it is a cherished moment of connection, something much needed in our daily lives. 

To make this celebration even more special, Barilla is giving pasta lovers the chance to win a trip to reunite with loved ones, hoping to inspire people to come together and create lasting memories.