food

Hidden Valley Ranch Sponsors Web Series

Garden Party NBCU Web series/Hidden Valley Ranch

Hidden Valley Ranch is sponsoring an NBC Universal Digital Studio new original Web series, "Garden Party," to be featured on iVillage and distributed across family-oriented broadband, mobile and video-on-demand platforms.

The digital lifestyle series, which serves to help families incorporate balanced eating habits in to their diets, will be hosted by Jennie Garth, best known for her roles on "Beverly Hills, 90210" and "What I Like About You." "Garden Party" was co-developed and produced in association with Matter, the entertainment marketing agency for the Hidden Valley brand and OMD San Francisco.

The six-episode series aims to entertain moms and kids while helping them incorporate vegetables and balanced eating habits into their families' diets. It will feature a veggie-of-the-month with weekly videos, information, and tips as well as interactive experiences. Garth will showcase each veggie and will also receive recipe advice from restaurant chefs and veggie experts.

advertisement

advertisement

Consumers will find out about the series via online promotion, on-air promotion, VOD, digital word of mouth and traditional PR outreach, says an NBC spokesperson.

This opportunity is a fit for Hidden Valley in many ways, says Ellen M. Liu, director of media, Clorox, which owns Hidden Valley. "As we navigate through this new media landscape, it's critical to optimize our investments at the right time/place, with the right partners and with the right content," Liu tells Marketing Daily. "'Garden Party' fulfills all three of these."

Hidden Valley's target audience is often online, and NBCU/iVillage is a preferred destination for that target when seeking information, Liu adds. "Jenny Garth has a natural ability to connect with moms in a credible way," she says. "The content of 'Garden Party' is a balance of entertainment and education intended to educate our target on how to achieve a balanced diet for her family and help her children develop a lifelong love of veggies. This is all done in a very digestible format of 2-3 minutes."

Hidden Valley wants to understand better how its target audience interacts with the content/experience, Liu says. "We need to understand and then adapt our advertising practices to connect with consumers, and this is a chance to do so in a dynamic way," she says. "Our hope is this will begin the dialogue with our consumers so we can become a trusted source and a partner in helping them develop this lifelong love of veggies with their children."

Clorox has financed other Web series for nascar.com and Disney.com, promoting brands including Armor All, Brita, Clorox, Fresh Step and STP. Clorox has been a longtime partner of NBC and Hidden Valley specifically has been a digital partner for more than three years.

Next story loading loading..