Hidden Valley Ranch: You Either Love It or You Really Love It by mcgarrybowen

Hidden Valley Ranch’s new campaign, 'You Either Love It or You Really Love It,' is a shift for the brand as it celebrates the love consumers have for their original ranch flavor.

The integrated campaign, which launches with two TV spots, 'Airport' and 'Shirt,' created by Mcgarrybowen, produced by RSA Films, and directed and narrated by Zach Braff (Scrubs, Garden State), features the passion Hidden Valley Ranch super fans have for the delicious condiment, dip, and seasoning.

In addition to the TV spots, Hidden Valley Ranch will be celebrating the joy of ranch with their fans throughout the year. Expect to see Hidden Valley Ranch embracing and engaging with consumers every day with programs like Ranchology Rewards and on special occasions like #nationalpizzaday and, of course, on a day that for Hidden Valley Ranch is larger than life, National Ranch Day. The campaign pays homage to the super fan and underscores the surprising, saucy, and unapologetic nature of Hidden Valley Ranch.

These super fans will be surprised to see their beloved HVR brand with a “starring role” in the Jan. 24 episode of ABC’s A Million Little Things. The hit ABC show will feature Hidden Valley Ranch as part of the storyline, when character Rome Howard (Romany Malco) is shown pitching the Hidden Valley Ranch ad concept to a group of clients in a conference room.

Braff, also a confessed super fan of the brand, wanted to direct this campaign for its irreverent humor. He had so much fun, he wanted to narrate the tag as well. His HVR passion is apparent when he is seen wearing a Ranch sweatshirt in this Instagram post.