Last week in New York City, Barilla gave weary commuters a surprising twist on their daily routine. In honor of World Pasta Day, the Italian pasta giant transformed its iconic ‘Spaghetti No. 5’ boxes into “Togetherness Tickets”—tokens for a free subway ride.
At Manhattan’s Hudson Yards station, commuters found a Barilla kiosk offering not the usual subway tickets, but spaghetti boxes embedded with special sensors. Placed atop subway turnstiles, these boxes granted free entry, inviting riders to take a journey on the house.
The campaign’s goal? To rekindle the spirit of togetherness. Barilla encouraged riders to break from their routines and use the free ride to visit friends or family, sharing a plate of pasta and a moment of connection. A recent Barilla survey found that 63% of respondents had eaten alone in the last two years, with 37% attributing this to distance and work demands.
“Some of life’s richest memories are made around the table with loved ones,” said Ilaria Lodigiani, Barilla’s chief category and marketing officer. “This World Pasta Day, we offered families and friends a chance to reconnect and celebrate unity over a shared meal—moments that create lasting bonds.”