From Ho-hum to Yum-yum ...

New Hidden Valley Ad Campaign Turns the Tables on Typical Kid Treats

Apr 25, 2007, 01:00 ET from Hidden Valley

    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: )
     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,,, 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

SOURCE Hidden Valley