Rao's Homemade: advert-body-1 by Butler, Shine & Stern & Partners (BSSP)

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.

While awareness of the sauce 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 work will appear through online videos, social, and OOH.