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Opera singer belts out praises for Rao’s Homemade sauces in brand’s first formal campaign

By Kyle O'Brien | Creative Works Editor

Butler, Shine, Stern & Partners (BSSP)

|

Creative Works article

April 26, 2018 | 3 min read

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.

Rao's Homemade

Singing the praises of Rao's Homemade sauces

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.

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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.

Rao's Homemade: Delicious Speaks for Itself by Butler, Shine & Stern & Partners (BSSP)

By Rao's Homemade

Overall Rating 5/5

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Butler, Shine, Stern & Partners (BSSP) www.bssp.com, is a full-service marketing communications agency based in Sausalito, CA, providing services in advertising, online marketing, web development, data analytics, media strategy and buying, brand identity, design and strategic brand consulting. BSSP is one of the largest independent agencies in the West and is known for providing highly creative, fully accountable marketing solutions to a broad array of marketers including Nature Made, Priceline, MINI Cooper, HTC, Blue Shield of California, Greyhound, El Pollo Loco, Sunrun and others. Adweek named BSSP Small Agency of the Decade, and Outside magazine recognized the agency by putting it on their list of Best Places to Work in America in 2011, 2012, 2013 and 2014. Further, Forbes.com deemed BSSP "one of the top 10 agencies in the country” in 2012. BSSP is a member of Worldwide Partners, a group of 95 independent agencies around the world.

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