consumer packaged goods

Hidden Valley's 'Ranchie' Has A Dream -- But Needs Help To Achieve It


 

What do you call a “ranch on a branch”?

In the case of Hidden Valley Ranch salad dressings and toppings, it’s a stuffed animal named Ranchie.

This holiday season, his job is to spread joy as he dreams of becoming an actual bottle of Hidden Valley Ranch.

But he needs help—and that’s where consumers can play a role.

Ranchie is part of a $30 limited-edition boxed set that includes an illustrated storybook that explains his aspiration, along with tips on how to generate happiness.

The initiative benefits the charitable organization Feeding America.

This spot from MullenLowe PR conveys various ways of spreading joy to pets and people.

“Joy can be found all around us, that is for sure,” says the voiceover. “Just by helping each other with a heart that is pure.”

Making Ranchie happy and encouraging his dream involves moving him to a different place within a home each day as a “friendly reminder to spread joy every which way.”

The boxed set is available at the online Hidden Valley Holiday Ranch Shop, which was created in 2017.

“Each year, we look for ideas that will break through, surprise and delight consumers,” Hidden Valley Ranch marketing director Deb Crandall tells Marketing Daily.

The brand says its $30,000 donation to Feeding America will help provide 300,000 meals “to people facing hunger this holiday season and beyond.”

So is Ranchie the new mascot for Hidden Valley Ranch?

“Great question. Anything is possible,” says Crandall.

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