Rationale
Timing
A deal that closes late pays full price for a smaller audience.
Fit
Italian-American brand, Italian-American quarterback. The connection already existed.
Protection
Thirty days of sauce category exclusivity, and six months of usage rights.
Execution
The concept centered on the DeVito family.
With DeVito and his mother, Lexi, in New Jersey.
- 60-minute shoot at the DeVito family homeShoot
- "Tommy Cutlets" recipe on Rao's.comRecipe
- Three PR opportunities for Rao'sPR
- Instagram post12 months
- Sauce category exclusivity30 days
- Usage rights6 months
Outcome
$245KBrand exposure value, per Apex Marketing Group