0
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 means of 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 an emblem of connection, permitting folks to journey by means of 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 rising variety of individuals are eating alone, despite the fact that generally mates or relations are just a few stops away.
“Togetherness Ticket”
On October twenty fifth, in collaboration with the New York Metropolis subway, Barilla reworked iconic “Spaghetti n°5” packing containers of pasta into “Togetherness Tickets”, granting passengers a complementary subway experience. On that day, commuters unexpectedly came across a particular Barilla newsstand outdoors of the Hudson Yards subway station, and as a substitute of promoting the same old 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 means of 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 accordance with a worldwide survey commissioned by Barilla in August 2023*, 60% of respondents confessed to consuming alone extra ceaselessly over the previous two years, forsaking shared meals for a fast chew on their very own.
The first motive cited for this shift towards solitary eating is busy work schedules. A major 48% of individuals surveyed lamented that their working hours stored them from sharing meals with their family members, highlighting the influence 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 Affect Relationships
Though folks more and more eat alone, as a convincing 63% of individuals admitted to consuming solo through 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 influence of meals, particularly pasta, in fostering higher human connections.
“At Barilla, we recognise that a number of 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,” stated Ilaria Lodigiani, Chief Class & Advertising and marketing 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 luxuriate in moments that final a lifetime.”
Comfortable
0 %
Unhappy
0 %
Excited
0 %
Sleepy
0 %
Offended
0 %
Shock
0 %
