From Ho-hum to Yum-yum ...
New Hidden Valley Ad Campaign Turns the Tables on Typical Kid Treats
OAKLAND, Calif., April 25 /PRNewswire/ -- Eat your vegetables! It's the age-old battle between mom and kid. Mom wants to serve a well-balanced meal, but kids pass on the peas because of taste. A new national advertising campaign launching in April offers moms an easy tip to make the veggies go down as fast as a favorite treat. The secret? Vegetables served with a moderate amount of Hidden Valley(R) Original Ranch(R) dressing. (Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20070425/SFW084 ) Print advertising depicts vegetables as traditional "kid-approved" treats. Three perfect broccoli "cupcakes" sit atop a cake stand with Hidden Valley(R) Original Ranch(R) dressing replacing typical buttercream frosting. Another features a cafeteria-style tray of carrot "French fries" topped with a dollop of ranch dressing. Online banner ads showcase vegetables going from "plain to insane" or "dull to delish" with a simple dip into Hidden Valley(R) Original Ranch(R) dressing. And television spots bring to life the world of Hidden Valley -- where kids delight over the vegetable truck driver who doles out broccoli, pinatas burst full of veggies, and bake sales feature vegetable- themed goodies. It's a parental wonderland where kids not only eat their veggies, but can't get enough of them. "Our aim was to capture life in Hidden Valley -- a place where vegetables are as delectable as treats," said Chad Ackley, creative director at DDB. "We know moms struggle to get their kids to eat well, and we believe our message provides a reminder that the taste of Hidden Valley Ranch has the power to encourage kids to eat their vegetables." The new approach, created by DDB, represents a definite departure from past Hidden Valley campaigns, as well as the industry as a whole, which has focused on salad dressings as just that -- a topping for salads. "We know that moms worry about their children's diets, constantly struggling to get their kids to eat enough veggies," said Lisa Partnoy, marketing manager of Hidden Valley(R) ranch dressings. "And we've always known that kids love veggies with ranch dressing, so the new campaign shows moms an easy and tasty way to improve her kid's eating habits. Our research shows that kids will eat all kinds of vegetables, not just salads, if paired with a moderate amount of ranch dressing." Partnoy is referencing a recent study conducted by the University of California Expanded Food and Nutrition Education Program (EFNEP) and the Butte County Cooperative Extension showing that kids ate 23 percent more veggies when paired with a moderate amount of ranch dressing. The study results served as the inspiration for the theme and tagline of the ad campaign -- "Makes vegetables delectable" -- positioning Hidden Valley(R) Original Ranch(R) dressing as a good veggie partner. In addition, the study also led to the creation of the Hidden Valley(R) Love Your Veggies(TM) Nationwide School Lunch Campaign, which supports increased access to and consumption of fresh vegetables in elementary schools via a grant program executed in partnership with the School Nutrition Association (SNA). SNA is a national, nonprofit professional organization representing more than 55,000 members who provide high-quality, low-cost meals to students across the country. The new campaign begins its run in April with ads in weekly publications such as Parade, People and National Enquirer. Television spots will debut in late April, with more print ads in May issues of monthly magazines such as Good Housekeeping and Ladies Home Journal. Online advertising will run on Web sites including FoodNetwork.com, FamilyFun.com, AllRecipes.com, Yahoo! Food and MSN Food & Wine. Hidden Valley, which leads the entire salad dressing category in advertising spend, estimates that the integrated campaign will boast a $40 million price tag. About Hidden Valley(R) The HV Food Products Company is a subsidiary of The Clorox Company, headquartered in Oakland, Calif. Clorox is a leading manufacturer and marketer of consumer products with fiscal year 2006 revenues of $4.6 billion. With 7,600 employees worldwide, the company manufactures products in two dozen countries and markets them in more than 100 countries. For more information about Clorox, visit www.TheCloroxCompany.com.
SOURCE Hidden Valley
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