rao’S HOMEMADE
The Saucery Chicago Pop-up Experience
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POP-UP DISTILLERY LEAVES
GUESTS FEELING SAUCY
Bringing Rao’s Homemade® to life for the second year in a row, we were asked to shift this year’s focus to the sauce making process in order to highlight the best homemade sauce in a jar. To do so, we built a distillery-style experience layered with a curated tasting journey. A combination of interactive stations and on-site shopping converted visitors into Rao’s Homemade® experts and, more importantly, new customers. The Saucery Chicago by Rao’s Homemade® sold out of tickets and opened its doors to 1100 media, influencers and consumers in Downtown Chicago, earning 4.6 Billion impressions, and 207 total media placements.
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tasting passport
To reinforce brand recognition, create new customers and drive to purchase a tasting passport was created to guide the intertwined shopping and tasting journey. As an extra bonus at the end of their journey, guest received 15% off in-store and charitable donations to Greater Chicago Food Depository were made with each purchase.
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product features
To ensure product sampling felt intentional within the experience, stations were designed to parallel a distillery and showcase Rao’s own process. The “Let’s Get Saucy” station highlighted sauces, soup flavors were available at the “Sip and Simmer” station, and the new line of brick oven crust frozen pizza were at the “Brick Over Lovin” station. We also paired specialty cocktails created by Muddling Memories with Rao’s Homemade® sauces for an extra level of indulgence.
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specialty experience
Limited-edition luxury merchandise valued at over $1,000 was available exclusively inside. Additionally, guests could personalize their own sauce jars and snap a photo in a larger-than-life branded sauce jar.
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