The Deliciousness of Slow
When we started working with Rao’s, it was a cult-favorite sauce brand outside the top five in the category.
The opportunity was to turn what made the product different into what made the brand different. Rao’s takes the slow way: better ingredients, small batches, no shortcuts. So we made slowness the strategy.
Over the next several years, that idea shaped everything from social and brand campaigns to the Olympics, helping Rao’s become the #1 sauce brand in America and contributing to parent company Sovos Brands’ eventual $2.7 billion acquisition by Campbell’s.
From the Soil of Vesuvius
We went back to Rao’s Italian roots to show what goes into every jar. Italian tomatoes grown in the volcanic soil around Mt. Vesuvius. Ingredients chosen with care. And a sauce made slowly, because some things simply can’t be rushed.
A campaign about the place, craft, and time behind Rao’s unmistakable taste.
Greatness Can’t Be Rushed
For the Winter Olympics, we took Rao’s philosophy of slow to the biggest stage in sports.
The world sees greatness at the finish line. What it doesn’t see are the years of patience, repetition, and sacrifice it took to get there. Rao’s is made the same way. A single tomato takes 874 hours to reach peak ripeness, before being picked and slowly simmered into sauce.
So, at an event obsessed with speed, we celebrated the opposite.
Macy’s Thanksgiving Day Parade
When Rao’s was invited to join the Macy’s Thanksgiving Day Parade, we could have put a giant jar on a float.
Instead, we started with a simple truth: nearly every family has a pasta night. So we turned Pasta Night into Pasta Knight, an epic hero sent to save families from the weeknight dinner dilemma.
Riding a horse made of pasta, armed with a cheese-grater shield and battling a fire-breathing dragon, Pasta Knight brought Rao’s world of Italian ingredients and deliciousness to one of the biggest cultural stages in America.
