Hidden Valley Ranch's Month-Long Promo Is the Result of Years of Outside-the-Box Thinking
We’re 23 days into March and we had no idea that it was National Ranch Month. All this time we could have been winning prizes from the premier name in condiment branded merchandise—Hidden Valley Ranch.
Happy #NationalRanchMonth! To celebrate, HVR is handing out daily prizes, dishing out delicious recipes & more. Visit https://t.co/FGS0pkmewn for more info and to enter for chances to win big, like a ranched-out fridge.
— Hidden Valley Ranch (@HVRanch) March 10, 2021
If you didn’t know, Hidden Valley Ranch has become more than just a food brand. On the surface, it’s just a condiment, but look deeper and you'll see it's a global lifestyle brand. The way Hidden Valley has embraced promotional marketing to form ties with its customer base beyond just the kitchen is admirable, to put it mildly.
So, you can understand that we’re a little frustrated that we’ll probably miss out on a Hidden Valley branded refrigerator.
Let’s do a quick recap here, to get up to speed about what Hidden Valley has done:
- In October 2020, the company teamed up with Dairy Queen for a full line of co-branded products, like puzzles and cross-stitched decorations.
- In November 2019, it had a full holiday line, including a stocking full of ranch dressing. The year before that, there was a giant inflatable bottle of ranch for your front lawn.
- In 2018, the company gave out a jewel-encrusted bottle of ranch worth $35,000.
Hidden Valley isn’t a company that the general public would think about on a regular basis, or one that even gives off a luxurious impression. It’s ranch dressing! But, through branding efforts so far beyond the competition's, where now other brands are sort of copying its over-the-top ideas and striving for that ever-present brand awareness, Hidden Valley has become much bigger than ranch dressing.
Creating a whole month of giveaways, culminating in a product that people will use and look at every day of their lives (or at least as long as the fridge works) is a logical step for a company that has cultivated a brand identity and aesthetic like this.