CNN in New York —. Rao’s Homemade, the rapidly growing sauce brand that started at its namesake restaurant in Harlem, is likely to experience its greatest national visibility yet with a float in the Macy’s Thanksgiving Day Parade. The Campbell’s Company, which acquired the premium sauce brand for $2.7 billion last year, is highlighting Rao’s Homemade during this annual event that attracted a record 28.5 million viewers on NBC and Peacock last year. This promotion is part of the company’s strategy to develop Rao’s Homemade into a $1 billion brand as Campbell’s expands its offerings beyond the declining condensed soup market. A significant challenge for Rao’s Homemade is its much higher prices compared to its rivals, which is problematic as customers wary of inflation seek deals. Alan Creveling, the brand’s vice president of marketing, informed CNN that consumer awareness of Rao’s Homemade is considerably lower than that of its established competitors. He noted that only around 60% of shoppers are familiar with Rao’s Homemade, while other sauces approach nearly 100% recognition. He stated that there is great potential for growth in their business at the moment, mentioning that the parade is a “significant cultural event” that could enhance those figures. With only a few seconds of television exposure, Rao has to create a striking float that stands out during the three-hour broadcast. Spectators will witness a large float named the “Pasta Knight,” a clever twist on the phrase “pasta night.” Creveling stated that the float’s design represents a blend of our brand and what will attract attention both on television and in person. A knight wielding a cheese-grater shield rides a pasta horse as he battles a fire-breathing dragon, symbolizing hunger, 30 feet above a medieval Italian village. The ingredients of Rao’s sauce, such as garlic, basil, and tomatoes, are also highlighted on and around the float. “We aim to introduce the brand to those who are not yet familiar with it,” Creveling stated.
