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Rao's Homemade

Consumer Advertising Campaign, Package Design, Art-making, Conceptualization, Video-editing

Rao’s was founded in 1896 in East Harlem, New York. This campaign focuses on Italian American language and the perspective of “Nonna”, the source of all family recipes. The traditional Rao’s packaging was altered, adding Nonna’s handwriting and changing the names of the products to the Italian American pronunciation. The series of ads tie in themes of old family recipes and Italian American slang. This campaign includes vintage paper, Nonna's handwriting, black and white photography, old-school music, and Italian American slang.

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