HVR X OLYMPICS: PROACTIVE PITCH
BUSINESS CHALLENGE:
Amid inflation, customers opted for more affordable seasoning alternatives over the $10 HVR shaker.
THE WHY:
Gen Z is too serious about daily setbacks. Hidden Valley Ranch is Only Serious About Flavor.
THE SOLUTION:
As GenZ celebrates tiny milestones and values tangible benefits, we reframed their perspective to see setbacks as fleeting moments, thus, another occasion to celebrate. We introduced a new HVR character, Ranchie the Shaker, to connect emotionally with consumers and demonstrate how ranch seasoning is the perfect comfort for daily setbacks.
THE CAMPAIGN:
During the Olympic season, we launched a vertical social campaign. We invited the audience to witness how Ranch the Sports Climber transformed the slip-ups of three Olympic contestants- Pork the breakdancer, Mr. Egg the skateboarder, and Mrs. Noodle the surfer- into a flavorful ramen bowl. The Ranch seasoned ramen bowl further strengthens the essence of the Olympics by bringing people together and assembling individual food characters into a unity of flavors.
DELIVERABLES:
:30 animated recipe video - x1
:15 personalized character versions - x3
