ranch on a branch

Hidden Valley Ranch is America’s dressing, but that doesn’t mean it’s immune to the year’s busiest food and advertising season. People want novelty around the holidays: the stuff they only get once a year. To break through, we subverted the Elf on the Shelf tradition with Ranch on a Branch! Ranchie captured attention and spread joy by inspiring imagination and bringing new life to a holiday tradition. For $146K all-in, we generated $25M earned media, drove a +2200% social conversation increase, tons of love for a fluffy new holiday character, and donated all proceeds to Feeding America. 

The Challenge: Make ranch beloved during a time of year it plays second fiddle to novelty: the Christmas holidays.

The Insight: While Hidden Valley Ranch spices up the everyday, Super Fans are actively looking for ways to spice up their holidays.

The Idea: Surprise and delight Super Fans by ranchifying a holiday tradition.

Bringing the Idea to Life: Launched in social and PR, we subverted Christmas’ Elf on the Shelf with the ‘Ranch on a Branch’ plush collectible

Results: $25M in earned media, 2200% more owned social conversation, $30,000 donated to Feeding America, and crucially: a new tradition!