Rao's Homemade® Launches Moving Short Film Urging People to Make Time for Meals Together
The Campbell's Company (CPB) premiered Rao's Homemade's “Limited-Time Only” short film as the centerpiece of its Make Time campaign.
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The Campbell's Company (CPB) premiered Rao's Homemade's “Limited-Time Only” short film as the centerpiece of its Make Time campaign. Created with Goodby Silverstein & Partners and directed by Aqsa + John X., the film encourages shared meals with loved ones. The broader campaign includes four commercials plus social and influencer content.
Key Figures
- Decline in shared meals
- 25%
- Over the last two decades, according to the article
- Survey participants
- More than 1,000 individuals
- Rao's and Goodby Silverstein & Partners research on mealtime habits
- In-depth interviews
- 200 people
- Research on mealtime habits and connections
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The brand's new campaign reveals that time with loved ones is our most limited resource — and sharing a meal is the most meaningful way to reclaim it.
The short film is grounded in the reality that meals with family and friends have declined
The initial shock, as captured in the film, gives way to joy as Rao's surprises participants with an intimate dinner with those they wish they spent more time with, centered around an authentic Rao's Homemade meal. It's a reminder that Rao's products exist to help us slow down, savor the moment, and linger around the table together.
"Rao's has always stood for something bigger than great food. It's about slowing down, gathering around the table, and truly being present with the people we love," said Vikram Singh, SVP, Italian & Frozen Category Leader at The Campbell's Company. "This film is an incredibly powerful reminder that those moments are more limited than we think. My hope is that it inspires all of us to make more time for the people who matter most, and to truly savor those moments when we have them. Because ultimately, the most limited time we have is the time we have together."
The "Limited-Time Only" film anchors a broader body of work created by Goodby Silverstein & Partners, which encompasses four commercial spots and social and influencer content. In a departure from the Italian pastiche common in the category, each commercial has a musical soundtrack that is scored by a live orchestra and elegantly captures the beauty of what happens when we gather around the table, with messaging that inspires viewers to linger a little longer. Each spot ends with a scarpetta, the beloved Italian ritual of sweeping bread through the last of the sauce, a simple gesture that captures what Rao's is all about: taking the time to savor every last bite.
To watch the newly released film, visit Raos.com/LimitedTimeOnly and follow @raoshomemade on Instagram and TikTok.
About The Campbell's Company
For more than 155 years, The Campbell's Company (NASDAQ:CPB) (Campbell's) has been connecting people through food they love. Headquartered in Camden, N.J. since 1869, generations of consumers have trusted us to provide delicious and affordable food and beverages. Today, the company is a North American focused brand powerhouse, generating fiscal 2026 net sales of
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*OnePulse Survey 2026 Data
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SOURCE Campbell's