Rao’s Soup Launch —
A Soup With Nothing to Hide
Rao’s took the soup that’s been hidden in cans for decades and put it in a glass jar for all the world to see. We launched their soup embracing their audatious transparency — beccause when your ingredients list is basically your recipe, you’ve got nothing to hide.
On a related note, I’ve since discovered my alternate dream job as a food stylist.
AGENCY: BSSP
GROUP CREATIVE DIRECTOR: ANDERS GUSSTAFSON
DESIGN DIRECTOR: CRIS LOGAN
CREATIVE TEAM: SAVANNAH HICKS, ASHLEY WOOD, KATE URSU
PRODUCER: TARA KENNEDY
FOOD STYLIST: FANNY PAN
RETOUCHER: SAM NODERMANN
CGI + VFX: NEON
DIRECTOR: JASON APPLE
EDITOR: NICO LITONJUA
ACCOUNT SUPERVISOR: SARAH SIMONETTI
![](https://freight.cargo.site/t/original/i/bad23f0c2d7ed13e9490f9a463f20f54b3b7282b015682fecd32bd62dc403eea/billboard-WALL.png)
Chicken Noodle? — Chicken Noodle. |
Secret Ingredients — Ingredients | Suspicious. — Delicious. | Um... — Yum. | A can of soup. — A soup with nothing to hide. |
![](https://freight.cargo.site/t/original/i/d06a1e254ab5d74ee3f3a1a15fb7a06b0aac73c6bd593e6b8b4be9d5535f27f7/AdAge_RAO_1019_GRP_1697.jpg)
![](https://freight.cargo.site/t/original/i/8a1a784e03406f6814e0da5395e2d9192b188519ba0fe9fff95c1e49a4bc3152/IMG_2396.png)
Chicken Noodle | Pasta & Fagioli | Tomato Basil | Italian Wedding | Chicken & Gnocchi | Vegetable Minestrone |
![](https://freight.cargo.site/t/original/i/e2eebed9b8f7c072a92da6711fda584c305d0d147fc2c57ade1ecd00a849ec6b/Raos_Ingredients_ChickenNoddle-R5.png)
![](https://freight.cargo.site/t/original/i/7a778425d94a0eb28c391d57d3ad6494e7f9b50559400d533fb81d0def41c42c/Raos_Ingredients_Fagioli-R5.png)
![](https://freight.cargo.site/t/original/i/6451fe73642468196403db0dcd5ea52f5de59e4d729d639abb0f69f337d9e0a9/Raos_Ingredients_Tomato-R3.png)
![](https://freight.cargo.site/t/original/i/d464f57b9b7ed9023bec22c32fd781c081170d00e917ca527f814d7c2cfeba53/Raos_Ingredients_Wedding-R4.png)
![](https://freight.cargo.site/t/original/i/2d25579df34ab3c676a80078061746937cbab592e4e6f2985b0f192e696dfb8a/Raos_Ingredients_Gnocchi-R4.png)
![](https://freight.cargo.site/t/original/i/fd36df67b13dac7056d06f5292131f43e188e868f47a90478c610b7e0091380c/Raos_Ingredients_Minestrone-R3.png)
![](https://freight.cargo.site/t/original/i/2fac94b98dbbd1a5c42648a50cd55884eb4ace105023646ef58f5cf9fe11a619/Raos_Soup-Noodle-R9.png)
![](https://freight.cargo.site/t/original/i/07ba5eb462afb53cb9328519eebd52137e6dac96e74da6296dc08506647601b5/Raos_Soup-Fagioli-R7.png)
![](https://freight.cargo.site/t/original/i/68eb96042cb0c6e546f8f16955eae632c47f27351f9d4ed98bc9af53549c1f24/Raos_Soup-Wedding-R7.png)
![](https://freight.cargo.site/t/original/i/834e2b1dc1b1226dfbdbe04fc9b64bece1357877a00fee42b9a35d9d26787c86/Raos_Soup-Tomato-R7.png)
![](https://freight.cargo.site/t/original/i/abe82659cd9045488d6a9d946bbfb7cc42e67e85b4e462f4cc5817dbda24c117/Raos_Soup-Gnocchi-R7.png)
![](https://freight.cargo.site/t/original/i/93777a396458aca549dbd50c25090a0d7545bd9fed49a2b82945fb27ecd355f3/Raos_Soup-Minestrone-R7.png)
You could say the campaign was successful, because a few months later, Rao’s launched five more flavors of soup. This time, Lauren the Producer and I food styled the jars ourselves. This is now my food styling porftolio.
![](https://freight.cargo.site/t/original/i/cc87e086bb5ee00fadb24574477be18deb5a0a0496c1615b5d5bf6cfd7301729/Raos_Soup-Butternut-R3-72dpi.png)
![](https://freight.cargo.site/t/original/i/49c8952b00ca3482807fb8c4309be69599831a2f8182afdae0ae1051fcc06124/Raos_Soup-BeefStew-R3-72dpi.png)
![](https://freight.cargo.site/t/original/i/884639766d058100a15c71991b15143b69d1734bbda68c75025de5727b22f090/Raos_Soup-Mushroom-R3-72dpi.png)
![](https://freight.cargo.site/t/original/i/90cd62d297ce919dbd3cf74bb0aaab8eb55c299c8c1decf0cf650d2b2dca0e1b/Raos_Soup-Tortellini-R3-72dpi.png)
![](https://freight.cargo.site/t/original/i/74151f1548fac12ddba6a53d55410106e7dd506517d5cba648c95c9f4590c604/Raos_Soup-TuscanSausage-R3-72dpi.png)