New Yorkers know Rao’s for its iconic restaurant, while home cooks know the name from its line of signature sauces. Online and social posts from those home cooking fans about the sauces have been put to inspiring opera music in the first formal creative campaign for Rao’s Homemade from BSSP.
The much loved pasta sauce was born out of the iconic restaurant, and it was Frank Pellegrino’s vision to share his family’s sauces far and wide, and not just those who were lucky enough to dine with them at the exclusive restaurant.
While awareness of the product is relatively limited outside of chef and home cook circles, Rao’s Homemade sauces have a cult following on the internet with obsessive and engaged fans touting their undying love. It was these fun, lively fan reviews that formed the basis for inspiration that brought the campaign to life. And while some brands have thanked their fans before by using their own reviews, ‘Delicious Speaks for Itself’ takes the concept one step further.
BSSP enlisted opera singer, Michael Amante, who sings – in Italian with an operatic bravado and theatrical delivery – the best and most genuine reviews found circulating on the internet. Amante puts his all into lines like “I drink Rao’s out of the jar,” and “Girl, if U invite me over to eat pasta, and U use ANY sauce but Rao’s Homemade, hope U got an appetite cuz I ain’t eating any of that. BYE.” and “Dude. Your marinara is ridiculously good. Gone.”
The delivery by Amante certainly makes the comments sound more sophisticated than they read, and the campaign wins by promoting through song and humor.
The work will appear through online videos, social, and OOH. See the spots by clicking on the Creative Works box below.
Butler, Shine, Stern & Partners (BSSP) : Rao's Homemade 'Delicious Speaks for Itself'
Mary Wuensch- Art Director
Erin Ridgeway- Senior Copywriter
Tyler Neely- Producer
Molly Miano- Account Director
Sarah Simonetti- Account Executive
Halsey Stowe- Associate Strategy Director
Madelaine Robinson- Comms Planning Supervisor
Anabel Snow- Comms Planner
Production Company – Doomsday
Director – Alastair McKevitt
EP – Danielle Hinde
EP – Jason Cole
Sound/Mix Co – Mission Film & Design
Sound Engineer - Joel Raabe, MFD
Colorist - Chris Martin, MFD
Music Company – South
EP – Ann Haugen
Producer – Ailbhe Fitzpatrick
Edit House – Cleaver
Editor – Nico Litonjua
Finish – Mark Everson
