Key Takeaways
- Americans now eat alone 33% more often than a generation ago, prompting Rao's emotional storytelling.
- The brand crafted a four-minute film revealing how many meals people have left with their loved ones.
- Rao's surveyed 1,000 people about family meal time to underpin the campaign with real insight.
Consumer data doesn’t usually bring people to tears. But in Rao’s new campaign, debuting today (Nov. 10), it might.
In a decisive break from what it calls “the Italian pastiche” of the sauce category, the The Campbell’s Company brand has released a four-minute film. Titled “Limited-Time Only,” it stars three real people who regret not sharing enough meals with their family—and learn just how little time they have left to fix it.
“The conceit here was that it felt like it was a limited-time only product in the traditional sense,” vp of Integrated Marketing Chris Tutor told ADWEEK. “It’s a little bit of a bait-and-switch, but it came across in a powerful way.”
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