Rao’s Homemade
Spaghetti Western
The Meat of It
Campbell’s recently acquired Rao’s Homemade and customers are skeptical the quality will remain the same.
The Sauce
Let’s cast Rao’s as the pasta sauce hero with a spaghetti western twist, using playful visuals and witty copy to tell the tale.
Out of Home
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Out of Home 〰️
Saucin’ Up the Wild West
Each out-of-home ad in the campaign will showcase visuals inspired by classic spaghetti western tropes, emphasizing the playful and extravagant nature of the campaign. The copy will highlight a brand’s deliciousness while staying true to the western theme.
Social
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Social 〰️
Scripts
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Scripts 〰️
QUICK SAND - :15 Seconds
The scene opens with a jar of Rao’s pasta sauce and a group of people in Western garb sinking in quicksand. They’re flailing their arms and looking desperate.
Suddenly, a dashing COWBOY, with a lasso in hand, rides in on a Hobby Horse toy. He spots the jar of Rao’s pasta sauce and lassos it up, lifting it out of the quicksand.
The COWBOY tips his hat and rides off into the sunset with the jar of Rao’s.
Cut to the group in the quicksand.
PERSON 1: I guess we’re having takeout tonight, boys.
End with the Rao’s logo and a quick western-style stinger.
SALOON - :15 Seconds
A dusty saloon. The door creaks open and a towering, grizzled cowboy walks in, boots clinking on the wooden floor. The room falls silent as everyone turns to stare.
COWBOY: Give me your finest stuff. Leave the bottle.
The bartender, a grizzled old man, raises an eyebrow and grabs a jar of Rao's sauce from behind the bar and places it in front of the cowboy.
The cowboy unscrews the jar and chugs it down like a shot of whiskey.
Cut to the rest of the people in the saloon watching as the cowboy finishes his “drink.”
COWBOY: That’s got the punch of a freight train rollin’ downhill.
The other patrons of the saloon cheer in agreement with the cowboy, raising their own jars of Rao’s.
Saloon music plays over the Rao’s logo, ending the spot.
In-Store Signage
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In-Store Signage 〰️
The Partnership
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The Partnership 〰️
Rao’s X Stetson
When you think of cowboys, cowboy hats are likely the first thing that comes to mind. That's why Rao’s is teaming up with the iconic Stetson to bring you a limited-edition Spaghetti Western hat.
The hat will feature a playful twist: the crown resembles a bowl of spaghetti with red sauce for added flair.
Experiential
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Experiential 〰️
Rao's Wild West Rescue
Rao's will transform stagecoaches with LED screens in place of windows, offering riders an immersive journey through the wild west. As they take in the rugged scenery, the ride will suddenly shift into a thrilling stagecoach chase, with a gang of Nonna outlaws hot on their trail. Just when all seems lost, The Magnificent Seven Sauces will swoop in to save the day.
