# Pasta Box Tickets Barilla Turned Pasta Boxes into "Togetherness Tickets" on World Pasta Day By Laura McQuarrie | Published 2024-10-30 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/togetherness-tickets References: [fabnews.live](https://fabnews.live/togetherness-is-just-a-box-away-barilla-united-commuters-and-hearts-on-world-pasta-day/) & [barilla](https://www.barilla.com/en-us)  For World Pasta Day, [Barilla](https://www.trendhunter.com/trends/world-pasta-day) 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](https://www.trendhunter.com/trends/care-bears-share-menu) in favor of quick bites on their own. With [solitary dining](https://www.trendhunter.com/trends/ms-food-collection) 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. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 65% | Activity: 75% | Freshness: 30% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Promotional Packaging:** Barilla's transformation of pasta boxes into subway tickets showcases innovative uses of product packaging for promotional purposes. - **Experiential Marketing Campaigns:** Turning pasta boxes into functional tickets exemplifies how brands can create memorable experiences to engage consumers. - **Public Transit Partnerships:** Collaborations between consumer brands and public transit systems can offer consumers unique incentives and strengthen brand visibility. ### Where This Applies - **Food and Beverage:** Barilla's unique campaign highlights opportunities for food brands to integrate marketing efforts with community and public services. - **Public Transportation:** Integrating everyday consumer products with transit systems presents new avenues for commuter engagement and promotional offers. - **Marketing and Advertising:** Experiential and out-of-the-box marketing campaigns like Barilla's demonstrate the potential of creative strategies to capture consumer attention. ## Related on Trend Hunter - [Eco-Friendly Pasta Campaigns](https://www.trendhunter.com/trends/world-pasta-day.md) - [Nourishing Community Food Trucks](https://www.trendhunter.com/trends/barilla-connection-kitchen.md) - [Quirky Pasta-Defying Campaigns](https://www.trendhunter.com/trends/national-noodle-day-initiative.md) - [Festive Limited-Edition Pastas](https://www.trendhunter.com/trends/barilla-snowfall-pasta.md) - [Heart-Shaped Pasta](https://www.trendhunter.com/trends/love-pasta.md) - [Haunting Pasta Projects](https://www.trendhunter.com/trends/creepypasta.md) - [Micro-Engraved Premium Pastas](https://www.trendhunter.com/trends/barilla-al-bronzo.md) - [Pasta-Themed Jewelry](https://www.trendhunter.com/trends/barilla-love.md) - [Skier-Celebrating Pasta Packaging](https://www.trendhunter.com/trends/pasta-pack.md)