For World Pasta Day, Barilla collaborated with the New York City subway to turn its iconic boxes of spaghetti into Togetherness Tickets granting passengers a free subway ride. On October 25th, commuters came across a Barilla newsstand set up outside the Hudson Yards subway station, and had the chance to pick up a pasta box that could be scanned to open the turnstiles within.
According to a global survey commissioned by Barilla in August 2023, 60% of respondents are eating alone more frequently, and are forgoing shared meals in favor of quick bites on their own. With solitary dining and busy schedules on the rise, Barilla's Togetherness Tickets provided people with a good excuse to travel to visit friends or family members and connect over a comforting shared meal.
Pasta Box Tickets
Barilla Turned Pasta Boxes into "Togetherness Tickets" on World Pasta Day
Trend Themes
1. Promotional Packaging - Barilla's transformation of pasta boxes into subway tickets showcases innovative uses of product packaging for promotional purposes.
2. Experiential Marketing Campaigns - Turning pasta boxes into functional tickets exemplifies how brands can create memorable experiences to engage consumers.
3. Public Transit Partnerships - Collaborations between consumer brands and public transit systems can offer consumers unique incentives and strengthen brand visibility.
Industry Implications
1. Food and Beverage - Barilla's unique campaign highlights opportunities for food brands to integrate marketing efforts with community and public services.
2. Public Transportation - Integrating everyday consumer products with transit systems presents new avenues for commuter engagement and promotional offers.
3. Marketing and Advertising - Experiential and out-of-the-box marketing campaigns like Barilla's demonstrate the potential of creative strategies to capture consumer attention.