Martyn Dean

Social media campaign for Kraft Ranch dressing. A real life nationwide shortage of chicken wings created by a major supplier closing down, opened an opportunity for Kraft to accept blame for it. All this, conveniently, a week before the nations biggest wing weekend: the Superbowl. It garnered nearly 500,000 views in under 2 days.

Further social media efforts took a light-hearted stab at a competitor brand. We took Kraft Ranch virtually ‘on the road’ to any place we could find that was called ‘Hidden Valley’. Supported by daily updates from the Kraft ‘Roadies’ and videos showing the places. One of them was even shot at Hidden Valley Nudist Camp…

We also took advantage of the 5 million subscribers of Kraft’s own Food & Family magazine. We placed an insert with real lettuce seeds, so you could grow the freshest lettuce to go with the freshest ranch salad dressing.