Rao’s Homemade, the premium sauce brand known for its origins in a Harlem restaurant, is set to make a splash at the Macy’s Thanksgiving Day Parade with its first-ever float. This appearance represents a significant push to elevate the brand’s visibility on a national scale. Now under the ownership of Campbell’s, which acquired it in a $2.7 billion deal, Rao’s aims to leverage the parade’s massive audience to solidify its place in American households.
Last year’s parade attracted 28.5 million viewers across NBC and Peacock, providing an ideal platform for Campbell’s to position Rao’s as a prominent player in the premium food category. This marketing effort aligns with Campbell’s broader strategy of diversifying beyond its traditional condensed soup business. Rao’s has set ambitious growth goals, aiming to transform into a billion-dollar brand by building awareness and expanding its product lineup.
Despite being a well-known name in the culinary world, Rao’s Homemade still lags in consumer recognition compared to other sauce brands. Around 60% of shoppers are familiar with Rao’s, significantly less than competing brands that enjoy nearly universal recognition. Another challenge lies in the brand’s premium price, which can be three times higher than some competitors. With inflation continuing to impact consumers, many are leaning toward more affordable options, making this campaign critical for Rao’s future growth.
An Eye-Catching Float Design
To stand out in the three-hour-long parade, Rao’s Homemade designed a striking float called “Pasta Knight,” a playful twist on the idea of “pasta night.” The float depicts a knight armed with a cheese-grater shield riding a horse made of pasta, battling a fire-breathing dragon that symbolizes hunger. Ingredients commonly used in Rao’s sauces—such as garlic, basil, and tomatoes—are prominently displayed throughout the float.
This visual spectacle aims to connect with viewers, highlighting Rao’s reputation as an elevated product. The knight, soaring 30 feet above a medieval Italian town backdrop, reinforces the brand’s image of premium quality. Campbell’s plans to use this float to draw attention not only to its pasta sauces, which generate 70% of Rao’s total sales, but also to lesser-known items like pizza, pasta, and frozen entrees.
As part of its multi-year partnership with Macy’s, the “Pasta Knight” float will feature in the parade for the next three years. A musical performance will accompany the float, though the artist has not yet been revealed. Building the float required nine months of planning and design, underscoring the importance Campbell’s places on this promotional effort.
Marketing Strategy and Future Growth
Rao’s Homemade is on track to reach $1 billion in revenue this year, following last year’s earnings of $775 million. The parade float is an essential part of the strategy to expand the brand’s customer base. With many familiar American brands featured in the parade, Campbell’s aims to position Rao’s as a household staple alongside other iconic names.
The parade appearance will support Rao’s growth goals by introducing the brand to millions of potential new customers, encouraging them to explore its full product range. Campbell’s is betting that this visibility will boost Rao’s awareness, close the recognition gap with competitors, and drive sales, especially for products beyond its core pasta sauce offerings.
Although Rao’s restaurant roots date back to 1896, giving it a rich culinary heritage, the brand has room to grow in terms of consumer identity. By aligning with an event as culturally significant as the Macy’s Thanksgiving Day Parade, Campbell’s hopes to embed Rao’s Homemade in the collective consciousness of American shoppers, building loyalty and long-term recognition.
With an estimated advertising value of $2.25 million generated by the parade, the float promises to be a valuable asset in the brand’s journey toward becoming a leading player in the premium food industry.
