by InTrieste
On Friday, Barilla gave New Yorkers an irresistible invitation to connect over pasta in a citywide celebration of World Pasta Day. In a vibrant, one-day-only campaign titled “Sign of Love,” the Italian pasta giant transformed its iconic blue boxes into a unique form of currency: a free one-way subway ticket, offering New Yorkers a chance to connect with friends and family over a meal.
From 9:00 AM to 7:00 PM at the 34th Street-Hudson Yards subway station, Barilla representatives were stationed, distributing pasta boxes that doubled as MetroCards, good for one free ride within New York City. The initiative aimed to bring people together for a shared meal and a reminder of the warmth that comes from gathering over a bowl of pasta.
At the event, New Yorkers lined up to get their subway ticket and pasta box, filling the subway station with an air of excitement and a sense of community spirit. “It’s a small gesture with a big impact,” said one participant. “A free subway ride and a box of pasta remind us that little things can bring us together in a big way.”
Barilla’s move comes as the company marks another year of World Pasta Day, celebrated globally on October 25. By using pasta as a means of connection, Barilla not only promoted its brand but also added a unique New York twist to the day’s festivities.
For those lucky enough to be near Hudson Yards on Friday, Barilla’s “Sign of Love” was more than just pasta – it was an unexpected reason to share a meal with loved ones in a city where time and togetherness can often be fleeting.
