Branding: Rocco DiSpirito and Bertolli

By JULIETTE ROSSANT Rocco DiSpirito's brand is down to three words: Short Cut Food. His brand has evolved from sophisticated fine dining cuisine in his restaurant days at Union Pacific, for which you might need a good paragraph to describe, to Rocco's on 22rd Street and NBC's The Restaurant TV series that came down to Italian-American fair wrapped up in Rocco's oversized personality and drama. Next came two cookbooks featuring home cooking, Rocco's Five Minute Flavor and Rocco's Real-Life Recipes, both of which rely on short cuts and packaged products. According to many experts who define a brand in three words or less - his brand has arrived (see Super Chef's Conclusion for a discussion of chef's brands, specifically Todd English's brand). What is he doing with the brand? The latest news is an improbable return to a TV series on A&E that has the working title: Rocco to the Rescue. It is much like similar shows on the Food Network with Danny Boome (click here for Super Chef's review) and Tyler Florence, in which a chef helps rescue a meal. There is nothing wrong with many chefs using the same concept. Casting calls have been issued: Invite Rocco into your kitchen, and he will teach you what to cook, where to find the ingredients and how to prepare the ideal meal for your extra special occasion. Are you cooking for your first housewarming? A soldier’s homecoming? A very special birthday, anniversary or reunion? Are you going to propose marriage or make an announcement? Do you need to impress someone, thank someone, or tell someone that you’re sorry? Have you recently lost weight and want to show off your new body to friends/family over a healthy and delicious meal? Rocco has long been the pitchman for Bertolli, featured in olive oil print ads, and more recently, in a Bertolli contest in which contestants made videos about people reconnecting over food, using Bertolli products, with the hope of having it turned into a short film with actors and shown in theaters. in special booths set up in New York City and elsewhere. Rocco has also written recipes for Bertolli in connection with their new premium sauces in microwavable pouches. Super Chef sampled three of the sauces, Summer Crushed Tomato and Basil, Champignons and Portobello Mushroom, and Sun Ripened Tomato and Olive. The press release quotes Rocco: Bertolli Premium Pasta sauces in a pouch are excellent option for the home chef because they offer convenience without sacrificing quality. My passion for empowering the home chef has allowed me to appreciate and rely on short cut foods such as Bertolli's new sauce pouch, to help encourage people to enjoy cooking at home with creative and fresh ingredients to add quality to any dish you prepare." It is simple to heat up the sauces in the pouches - no pot necessary. The sauces are thick with crushed rather than pureed tomatoes, so the consistency is much better than typical bottled sauce. However, all three sauces have one strong note of garlic that overwhelms any other flavor – they all taste very similar. Rocco has plenty of recipes for using the pasta sauces at home (other than just as a pasta topping). Some of the recipes are on cards that come with the sauce, such as Mediterranean Mussels with Wine that uses the Sun Ripened Tomato and Olive Pasta Sauce and Jumbo Asparagus with Wild Mushrooms, Bertolli and Fresh Pecorino Cheese. He will also be demonstrating how to use the sauces at the Aspen Food & Wine Classic, June 13-15. Rocco's brand is definitely consistent, though perhaps a bit limited. Wolfgang Puck and other chefs do convenience foods and home cooking, while still retaining their credentials in fine dining. But perhaps Rocco's path is simpler for consumers to understand. Sticking to short cuts, while still emphasizing flavor, keep him very busy. Previous articles: Rocco DiSpirito: Top Chef Chicago Would You Buy a Car from Rocco DiSpirito? Rocco Does Broadway via Chicago Rossant on Rocco: New York Daily News Rocco DiSpirito: Super Duper Bowl "F" is for... "Rocco"? Xmas Spirits: "Club Rocco" Brand? Rocco DiSpirito Wins TV Turkey Dinner Rocco DiSpirito: Pretty in Pink? Rocco DiSpirito: Ridiculed in the Rainbow Room More Reality TV Chefs (or Less)? Video Killed the Radio Star: Can Radio Resurrect Rocco DiSpirito? Rocco DiSpirito: Be Warned by Me! Claude Troisgros: Riding de Rocco DiSpirito Star Rocco Barred from Reality TV Restaurant Rocco: Trapped in Reality TV's Twilight Zone? [Chefs & Branding - complete] Technorati Tags: superchefblog, Juliette Rossant, super chef, celebrities, chefs, food, restaurants, cooking, branding, cuisine, blogging, food blogging, Rocco DiSpirito --> back to Super Chef