RAO’S MARINARA SAUCE
Partner: Sela Ozdemir
College students do not always have the most money but the delicious taste of Rao’s 126-year-old authentic marinara sauce makes purchasing the more expensive option a no-brainer. We aimed to persuade our target consumers of 18-24-year-old Indiana University students that by purchasing Rao’s marinara sauce, they will be getting a product that even Italians themselves would purchase because it tastes authentic. We focused our campaign around the idea of “Italians argue about almost everything, but one thing they can agree on is that there is nothing more authentic than Rao’s Marinara Sauce“ to further emphasize the authenticity of Rao’s.
BILLBOARD CONCEPT
This billboard plays with the idea of Italians’ love for food and that their weapon of choice would come from the kitchen. While reading the billboard from their car or home, consumers will learn that there is no need to argue because Rao’s makes the best marinara sauce.
PRINT CONCEPT
Placing this print ad on campus bulletin boards, in classrooms, or in hallways will expose students to the authentic brand that is Rao’s. It will also show consumers that Rao’s is the only time that can make Italians stop fighting.
SOCIAL MEDIA CONCEPT
Social media is one of the best media channels to reach college students. The Italian hand gesture “mano a borsa” is meant to express disbelief at what someone is saying. The gesture in the ad is in disbelief that people are arguing about who has the best marinara sauce.
TRANSIT CONCEPT
Many students ride the campus buses and will easily be able to see this poster displayed on a bus shelter. They will learn there is no point in arguing about the best marinara sauce if all Italians agree that it’s Rao’s.