New York CNN —Rao’s Homemade, the fast-growing sauce brand that originated in its namesake Harlem restaurant, is perhaps getting its biggest national exposure to date: a float in the Macy’s Thanksgiving Day Parade.
Alan Creveling, Rao’s vice president of marketing, told CNN that the brand’s awareness among consumers lags far behind its entrenched competitors.
A rendering of Rao's float in the Macy’s Thanksgiving Day Parade.
Courtesy Macy’s Thanksgiving Day Parade“We want people that are unfamiliar with the brand to then get familiar with the brand,” Creveling said.
Designing and building the float is about a nine-month process and, as part of the deal with Macy’s, Rao’s float will be featured in the parade for the next three years.
Persons:
Peacock, Alan Creveling, Creveling, “, ”, Rao’s, ” Creveling, weren’t, Campbell’s, Andrea Hernández, you’re
Organizations:
New, New York CNN, Campbell’s, NBC, CNN, Apex Marketing
Locations:
New York, Harlem, Italian