Visitors could customize their own Rao’s Homemade sauce jars.Photo: Sean Smith Photography
Called “The Saucery,” the marketplace-inspired setting brought the brand's Italian farm-to-jar story to life for a guest list that included 50 members of the media and influencers, plus 600 consumers who were able to snag a reservation to the popular pop-up, which was produced and designed by Brooklyn-based Dera Lee Productions.
“The biggest challenge in producing The Saucery was creating intimate attendee experiences for a brand that has such a large, faithful following,” Lee explained. “When we were planning between January through March, we had a feeling this event was going to be popular, but the goal wasn’t to have all of NYC visit. It was for those who were lucky enough to get a reservation to have moments with Rao’s Homemade like never before that left an impression—learning their amazing farm-to-jar story, tasting their fresh ingredients, and purchasing their products knowing that 100% of the proceeds were going to a charity.”
Upon entering the space on Broadway, guests were transported to an Italian herb garden where they could learn how the Rao's Homemade team goes from preparing and planting seeds in the soil of Mount Vesuvius and Southern Italy to jarring the sauce for customers.
Guests were given plum tomato seeds to grow at home, along with Rao's original recipes. Visitors also scored branded "Let's Get Saucy" tote bags and could try the brand’s limited-edition products, such as White Truffle Marinara and Ligurian Olive Oil, and pastas with Italian wine pairings and specialty cocktails made with Rao's sauces.
Plus, visitors could customize their own Rao’s Homemade sauce jars and had the chance to purchase products at a 15% discount. (All proceeds went to Jersey Cares, a nonprofit organization that recruits volunteers for efforts that address community-identified needs.) At-home consumers can still explore the marketplace virtually at experience.raos.com/virtual-saucery.
Acknowledging that large-scale consumer indoor pop-up events are back, Lee said, “I believe the pandemic made us all examine what is important to us. Now, post-pandemic attendees are expecting events to still be well thought out and safe, as well as a place where they can reconnect, celebrate, learn about the things that are important to them, and create meaningful moments.”
VENDORS
Audio, Lighting & Sound: Power Posse Productions
Catering: Canard
Draping: Drape Kings
Fabrication: 11th St. Workshop
Florals: B Floral
Large Format Printing: Roll Out Industries
Production & Design: Dera Lee Productions
Rentals: Taylor Creative, Miller's Rentals & Broadway Party Rentals
Small Format Printing: The Copy Specialist
Specialty Cocktails: Muddling Memories
Staffing: ATN Event Staffing
See more from inside The Saucery by Rao's Homemade pop-up.
