“Ranch is a rising iconic flavor in food and culture today,” Jacquie Klein, director of the brand studio that oversees Hidden Valley marketing.
“It’s found on more than half of restaurant menus and in 75 percent of homes in the U.S. It’s really embedded in our culture. We have more than 5 million Twitter conversations a year. We always love to see Hidden Valley Ranch fountains at weddings and mini-kegs at backyard barbecues.”
Hidden Valley has come out with some kind of oddball holiday collection the past two years, generating 3 billion social and other media impressions in total, Klein says. The brand also got some traction on Twitter after the Instagram site Pop Tart A Day posted an image of a ranch-flavored Pop-Tart, USA Today reported.
Why it’s hot?
Who knew a brand like Hidden Valley can keep its ear to the ground and pay attention to under-the-radar cultural shifts among young consumers? It’d be interesting to see how far Hidden Valley can play this out in the coming years.