It's A 'BFD': Hidden Valley Launches New Seasoning Product

by Larissa Faw , May 7, 2018

Hidden Valley Ranch and agency mcgarrybowen are supporting the food brand's new seasoning shaker with a tongue-in-cheek concept that proclaims this launch is a “BFD,” as in super big deal (or something like that.)

The "Good News America" campaign creative takes liberal use of the term BFD to represent Big Flavor Delivery in various cooking situations—a playful take on another, well-known acronym. A boy, for instance, is shown saying, “Got your BFD right here” while his dad BBQs.

The campaign targets those who have purchased Ranch products in the past in all the contextually relevant spaces surrounding food, deploying that strategy for TV, streaming TV, video on demand (VOD), and print as well as online in paid social, pre-roll, and custom native units.

ad campaign

2 comments about "It's A 'BFD': Hidden Valley Launches New Seasoning Product".

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Jerry Gibbons from Gibbons Advice, May 8, 2018 at 2:23 p.m.
Very cheap and sleezy work. Beneath the general talents mcgarrybowen.
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Diana Lis from Parent, August 12, 2018 at 2:16 p.m.

When I first saw the ad it seemed kind of funny but then I thought about it. Who in their right mind decided to have (an approximately) 12-year-old boy say “I got your BFD right here”? WTH? This is an offensive and disrespectful phrase that should not be spoken by a child!

Doesn't anyone at Hidden Valley Ranch or the Ad Agency have any sense? What’s the matter with you and the censors? I’ve seen this commercial air on the Nickelodeon channel.

This commercial should be taken off the air or at least removed from stations watched by children! It really sickens me to think you find it funny a child saying something so sarcastic. Shame on you!