FCB Chicago

Brand: Hidden Valley Ranch

Year: 2024

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.

Hidden Valley Ranch wanted in. But 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.

Our exclusive run of Hidden Valley Ranch Double Ranch bottles sold out in under 30 minutes, garnering 1.9 billion impressions, leading to an 8.6% sales increase of all bottled Hidden Valley Ranch.

By dropping the world’s first self-collaboration at ComplexCon, and taking over every booth at the event, we were able to subvert hype culture and connect with a younger audience while simultaneously proving the only thing Hidden Valley Ranch takes seriously is flavor.