By Molly Steinkrauss, associate director – Marketing, Foods
It happened at a focus group last spring. In Sacramento, California. Toward the end of a long day of in-person sessions.
Asked about advertising for ranch dressings, a gentleman simply said, “I’ve never seen ranch advertised the way I use it.”
A light bulb went off.
The Hidden Valley® founders invented the flavor we know as ranch back in the 1950s, and Hidden Valley is America’s favorite ranch.
But it’s much, much more.
It started with you
You, the public, have taken ranch new places — it’s a dip, a topping, a spread or a secret ingredient in your favorite dish.
In fact, nine out of 10 Hidden Valley buyers use our ranch for more than salads. Ranch lovers got creative and started thinking outside the salad bowl, so why weren’t we in our communications?
Enter the new Hidden Valley® Ranch Out campaign.
This is our brand’s call to celebrate all the inventive ways people love them some ranch. They already know how the taste of ranch can transform salads. Now we’re celebrating all the other ways ranch can make meals (and snacks) more mouthwatering.
A taste for innovation
Along the way, we’re showcasing innovations that give people more ways to Ranch Out. There are the 15 different flavors of Hidden Valley ranch, including varieties made with Greek yogurt. There’s also our new Simply Ranch™ dressing with no artificial preservatives, colors or flavors. And Hidden Valley dry mixes are an easy way to up the flavor game of any meal.
The Ranch Out marketing campaign is about changing how people think about ranch, repositioning it from mere salad dressing to a flavor that can make any meal better.
Our communication brings this new rallying cry to life. It shows people dipping and dunking in ways we didn’t think possible.
We have a number of ways we’re inviting Hidden Valley fans to share how they Ranch Out, from a user-generated promotion showcasing how people love to dip to remaking the best dipping song of all time (Da Dip!) with a ranch twist. And check out our swag store after March 8 to find the perfect gear for your ranch pride.
But most of all, don’t be afraid to ranch out. We’re not, anymore.
We’ve heard you, consumers, and we’re joining you in making the leap beyond salads. We’re set to turn even more people on to the wonders of ranch.