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Category
Brand Partnerships
Annual ID
OS24_DE135M
About the Work
Everybody loves the serious flavor of Hidden Valley Ranch, but Gen Z no longer craves flavor alone; they crave the hype that comes with it. They’re willing to pay exorbitant prices for brand collab hoodies, wait hours for entry into exclusive brand collab events, and race against bots online for the chance to cop brand collab sneakers.
To connect with the next generation of Hidden Valley Ranch consumers, we wanted in. Instead of doing the predictable and collaborating with a sneaker brand or hyped-up celebrity, we decided to subvert hype culture and take it to a level of absurdity we knew our audience would appreciate by collaborating with the only brand in the world as serious about flavor as Hidden Valley Ranch. Hidden Valley Ranch. In collaboration with themselves, Hidden Valley Ranch Double Ranch was born with double the herbs, double the spices, and double the flavor.
But doubling the recipe wasn’t enough. We even doubled the bottles by fusing them together to create an ‘X’, poking fun at the ‘X’ found at the center of every other brand collab, bridging the gap between Hidden Valley Ranch’s iconic brand assets and the assets synonymous with hype culture.
The Double Ranch kit included our X bottle with a custom label that doubled the brand elements consumers recognize, a bespoke double ramekin designed to match the width of the Double Ranch nozzle, and a reversible bucket hat with double uses, all packaged in a turf-lined box bringing our Hidden Valley into the homes of consumers lucky enough to snag the exclusive bottle.
To connect with the next generation of Hidden Valley Ranch consumers, we wanted in. Instead of doing the predictable and collaborating with a sneaker brand or hyped-up celebrity, we decided to subvert hype culture and take it to a level of absurdity we knew our audience would appreciate by collaborating with the only brand in the world as serious about flavor as Hidden Valley Ranch. Hidden Valley Ranch. In collaboration with themselves, Hidden Valley Ranch Double Ranch was born with double the herbs, double the spices, and double the flavor.
But doubling the recipe wasn’t enough. We even doubled the bottles by fusing them together to create an ‘X’, poking fun at the ‘X’ found at the center of every other brand collab, bridging the gap between Hidden Valley Ranch’s iconic brand assets and the assets synonymous with hype culture.
The Double Ranch kit included our X bottle with a custom label that doubled the brand elements consumers recognize, a bespoke double ramekin designed to match the width of the Double Ranch nozzle, and a reversible bucket hat with double uses, all packaged in a turf-lined box bringing our Hidden Valley into the homes of consumers lucky enough to snag the exclusive bottle.
2024 Awards
Total Points: 3
Merit
Credits
Agency
FCB / Chicago
PR / Marketing Agency
Current Global / Chicago
Client / Brand
Hidden Valley Ranch / Central Point
Production Company
Classic Color / Broadview
MK Films / Chicago
Stephen Hamilton Productions / Chicago
Post Production Company
456 Studios / Chicago
Giannini Creative / Chicago
Chief Creative Officer
Andrés Ordóñez
Creative Director
Bryant Prince
John Doessel
John McKenzie
Manuel Torres
Miles Jappa
Paul Carpenter
Tommy LeRoux
Design Director
Megan Musgrave
Designer
Jenny Kim
Director
Darren Weninger
Editor
Seamus Hehir
Executive Creative Director
Justin Enderstein
Executive Producer
Joe Mosko
Photographer
Kate Cauffiel
Producer
R.j. Pole
Global Executive Creative Producer
John Bleeden
Senior Content Creator
Chris Colvin
Senior Producer
Stacy Sinason
Beah Travis
SVP, Head of Design
Michele Morales
Account Supervisor
Alondra Ibarra
Associate Director of Marketing
Lauren Pitts
Associate Director, Influencer
Samantha Merkin
Associate Director, Project Management
LaCaira Rogers
Associate of Integrated Media
Ben Owings
Brand Engagement Manager
Sadie Dorf
Brand Experience Lead
Vicki Haber
CGI/Retoucher
Bill Cornman
Chief Executive Officer
Virginia Devlin
Director of Integrated Media
Andrea Blythe
EVP, Global Account Director
Cary Pierce
General Manager
Nick Higgins
Marketing Director
Cc Ciafone
Production coordinator
Dan Blutstein
Production Manager
Peter Hoffstedt
Retoucher / Owner
Scott Giannini
Sales Coordinator
Steve Kramer
Senior Manager of Client Experience
Natalia Vergara
Senior Newsroom Producer
Shannon Clash
Senior Scientist
Kayla Carpenter
Senior Social Manager
Abby Lipman
SVP, Director of Strategic Planning
JP Palmer
Vice President of Client Experience
Kylie Soderstrom
Vice President of Strategic Planning
Aj Pace
VP, Branded Content & Entertainment
Lexie Tankersley
VP, Management Director
Kadi Jacobs
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