Brand Tone

authentic, premium, traditional, and passionate. Also warmth and family. Also playful and modern

Brand Values

• •Authenticity
• •Quality
• •Tradition
• •Deliciousness
• •Customer Loyalty

Best Practices

• •Emphasize Heritage & Authenticity: Always circle back to the brand's roots in the Rao's restaurant and its long history of Italian culinary tradition. Use words like "authentic," "traditional," "heritage," and "since 1896."
• •Highlight Premium Ingredients & Process: Consistently mention the use of high-quality, natural ingredients (e.g., "Italian tomatoes," "pure olive oil") and the slow-simmered, small-batch cooking process. Avoid jargon and keep the language clear and evocative of quality.
• •Speak with Passion & Confidence: Convey a genuine love for food and a belief in the superiority of the product. Use enthusiastic and positive language that reflects the "delicious speaks for itself" motto.
• •Maintain a Warm & Inviting Voice: Even when highlighting premium aspects, keep the tone approachable and familial, as if sharing a beloved family recipe.
• •Adapt to the Platform, Maintain the Core: While the specific execution might vary (e.g., more playful on TikTok), the underlying values of authenticity, quality, and deliciousness should remain consistent across all communication channels. Ensure the visual language also aligns with this premium, authentic feel.

Social Perception

high-quality, premium pasta sauce brand that tastes authentic and homemade. Also a trustworthy, family-originated brand.

Copy Examples

• •Taste the tradition in every jar. Rao's Homemade: Simmered slowly, made with love, just like Nonna's.
• •Elevate your everyday. Experience the uncompromising quality of Rao's Homemade, crafted with sun-ripened Italian tomatoes and pure olive oil. Because real ingredients make all the difference.
• •From our family's kitchen to yours, for over 125 years. Rao's Homemade – authentically Italian, undeniably delicious.
• •No shortcuts, no compromises, just pure Italian goodness. That's the Rao's Homemade promise. #DeliciousSpeaksForItself
• •Tired of bland? Ignite your taste buds with the vibrant, fresh flavor of Rao's Homemade. It’s not just sauce, it’s an experience.