Move quickly, and build the partnership around DeVito's background rather than run a standard endorsement.
DeVito's run as the Giants' quarterback drew national attention, and Rao's Homemade had a limited window.
Timing
An agreement that closes after the attention fades pays full price for a smaller audience.
Fit
An Italian-American food brand and an Italian-American quarterback. The connection already existed.
Protection
Thirty days of sauce category exclusivity, and six months of usage rights.
The concept centered on the DeVito family.
The shoot took place at the DeVito family home in New Jersey, with DeVito and his mother, Lexi.
Campaign video. Plays muted; use the controls for sound.
Timing is a commercial term.
An agreement that closes after the window has passed is worth less.
Fit should already exist.
Rao's did not need to construct a reason for DeVito to be in its campaign.
Measure results independently.
The $245K figure is Apex Marketing Group's valuation, an outside measure.