Rao’s Is Finally Sharing Its Best Kept Secret, the Story Behind the Sauce

In a world where pasta sauces can feel like a dime a dozen, Rao’s Homemade stands proudly as a premium choice for those who know quality when they taste it. Now, for the first time ever, Rao’s Homemade is unveiling the meticulous ingredient sourcing, rich Italian heritage, and slow-simmered craftsmanship that make every jar truly special.

At Rao’s Homemade, it’s never just about the sauce—it’s about the story behind each glass jar. Picture this: Tomatoes basking in the Mediterranean sun for 874 hours before being handpicked, whole-leaf basil freshly plucked, and fresh garlic and onions adding a rich foundation. Each jar is slowly simmered to perfection, preserving the heart and soul of Italian cooking in every bite. This is the art of pasta sauce, and Rao’s is inviting consumers to the Italian countryside to see where it all starts for themselves.

This campaign film with BSSP offers an intimate, behind-the-scenes look at Rao’s Homemade’s journey from farm to jar. Showcasing to consumers that as a premium-priced brand in a commodity category, Rao’s Homemade products match that in equal value, when you consider the standards, care, and craftsmanship behind every jar.

“Making marinara sauce as delicious as Rao’s Homemade’s is actually quite boring, and that's why it's so hard. They found the perfect recipe years back and somehow had the discipline not to mess with it. We were inspired by this quote from James Clear’s Atomic Habits:

"The greatest threat to success is not failure but boredom. We get bored with habits because they stop delighting us. The outcome becomes expected. And as our habits become ordinary, we start derailing our progress to seek novelty."

That thought spawned the idea that making this sauce has been the same old story, again and again. So Endia Turney and Claire Hentzen called it “Same Story”, because it is. 

To underscore that creative insight we thought what if the spots were interrupted by media due to their slow pace? We tried it out, it worked, and it helped tell our stubborn slow story.” said Jimmie Blount, creative director at BSSP.

“At Rao’s Homemade, we are committed to elevating the art of eating. We’re excited to share how our Italian origin helps us accomplish this with these new spots. BSSP brought to life so many elements of our sauce that people don’t always see -  from the Italian soil where our tomatoes and basil are grown, to the time we take to craft each jar. This campaign brings consumers along the Rao’s Homemade journey to experience what makes each jar of Rao’s Homemade what it is.” said Alan Creveling, VP of marketing, Distinctive Brands.