Rao’s Homemade sauces have a cult following on the internet with obsessive and engaged fans touting their undying love, but the brand is now embarking on its first formal creative campaign under agency BSSP.
The campaign builds off its fan base by transforming online reviews into operatic musings performed by opera singer Michael Amante.
One spot, to that end, shows him singing “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.”
In addition to search and social media, the integrated campaign includes 11 videos appearing via YouTube, Hulu, FoodNetwork.com and Food Network OTT Channels. The ads will be served via proximity retargeting to top in-market grocers via GroundTruth starting May 1.
Out-of-home includes 30 side-by-side wall panels around Manhattan, including placements in Grand Central Terminal. There will also be a large, illuminated building wrap blocks from the Port Authority and Madison Square Garden on 37th Street and 8th Avenue.
See some of the work here and here.