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

In a sea of inscrutable cans and cartons, Rao’s is standing out with its new shelf-stable, transparent jar of soup. This national product launch by the beloved, cult favorite brand marks a major disruption to the soup category, which continues to sell its product in cans. To promote its latest innovation, the brand has launched a new campaign, 'Rao’s Soup, A Soup with Nothing to Hide,' created by independent agency BSSP.

Through CTV (Hulu), Social, Digital, and an impressive OOH takeover in NYC (with one board in Bentonville, AK - Walmart HQ), the campaign shows us that soup can be a delicious, everyday meal option that elevates the art of eating.

As consumers, we don’t trust that great, fresh taste can come from a tin can. Even if it does, it must be unnaturally enhanced. After all, we can’t even see what we’re buying. That is why Rao’s is providing a soup that has amazing taste with nothing to hide. It is the fresher, higher quality, delicious-looking and tasting change that people don’t realize they’ve been waiting and willing to pay more for.

BSSP was responsible for the media planning and creative development for the new product launch.