Hidden Valley Ranch brings digital recipe success full funnel
By Vicki Haber, Brand Experience Lead – Food
Hidden Valley Ranch is extending its recipe-driven approach to TV to connect with viewers in new ways, helping build brand relevance around popular meal occasions.
Why it matters
Recipe content is a powerful way to inspire usage and drive purchase intent. Consumers increasingly look for meal solutions that fit their lifestyles, and recipes provide that utility while showcasing the versatility of our products.
Context
Recipes have long been part of our marketing playbook, but last year marked a major milestone when we tested bringing recipe videos full funnel, including TV, and found them to be impactful in driving business results. This insight validated the role of recipes not just in digital spaces but across broader media channels.
Building on this success, in FY26 we partnered with our in-house agency, Electro, to create recipe videos for the full funnel, including TV, tailored to cultural moments and seasonal trends. Using AI, we generated multiple versions from a single shoot by changing backgrounds and settings — like turning a tailgate into a Big Game party, allowing us to scale quickly and cost effectively. These included:
Back-to-school dinners: One pan chicken
Fall football: Tailgate version of restaurant-style ranch
Winter comfort meals: Mississippi roast
Holiday celebrations: Spinach dip
Game day gatherings: Big game version of restaurant-style ranch
Spring holidays: Grilled burgers
By aligning recipes with these cultural pulses, we helped make Hidden Valley Ranch part of these universal moments in consumers’ lives.
The big picture
We’re redefining how recipes show up in our marketing mix. What started as a digital-first tactic has evolved into a cross-channel strategy that connects with consumers in the moments that matter most.
- Recipes are no longer just inspiration — they’re helping drive impactful business results.
- This approach complements our broader IGNITE strategy to innovate how consumers experience our brand and reimagine how we work with the help of AI.
What’s next
We’ll continue exploring new ways to integrate recipes into our plans.
The bottom line
By leaning into recipe content and expanding its role beyond digital, we’re meeting consumers where they are — on TV, online, and everywhere in between — ultimately building relevance for Hidden Valley Ranch in the kitchen with a wider audience of consumers.
