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 … read morepasta 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 traveler 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.
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