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
"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