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Hidden Valley Ranch wants consumers to branch out and ‘Ranch Out’

Hidden Valley Ranch has a new brand positioning: Ranch Out.

Hidden Valley Ranch is out with what it calls a new brand positioning, Ranch Out, that celebrates the product’s repertoire beyond salads.

New TV spots will begin airing January 29.

Calling it the most significant change to the brand’s marketing platform in 10 years, a rep said it comes at a time when ranch usage is expanding – and Ranch Out seeks to inspire additional consumers to get inventive with the dressing.

According to the brand, Hidden Valley’s founders invented ranch in 1954 and it is now America’s favorite salad dressing. What’s more, nine out of 10 people use Hidden Valley beyond salads. And that, in turn, is why the brand wants consumers to celebrate “the [breadth] of ranch flavors as the perfect accompaniment to almost any food” and use it as a condiment and in recipes.

According to a press release, the campaign is rooted in its belief that every day is worth getting excited about and food is a great place to start.

“We were inspired by our consumers, who we noticed were taking ranch beyond the salad,” said Brian Steinbach, marketing director of Hidden Valley, in a statement. “Our new ‘Ranch Out’ campaign is about inspiring people to continue to think differently about ranch and Hidden Valley.”

Ranch Out will be supported by a 30-second anthem video, as well as 15-second television spots and digital advertising. The brand is also encouraging consumers to use the hashtag #RanchOut.

Dentsu Aegis developed the campaign. Current is handling PR.

The HV Food Products Company is a subsidiary of The Clorox Company.

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