Integrated Campaign & Digital Hub
Ranch Night!
Ranch Night! was a fully integrated campaign for Hidden Valley Ranch, designed to reframe weeknight dinners as moments of flavor-forward fun, anchored by a scalable digital hub, original content, and a high-profile partnership with Bobby Flay. The program launched with a defined one-quarter campaign window, while the Ranch Night! Hub was built to live on as an evergreen destination for recipes, inspiration, and product discovery.
The objective
The goal of the project was to create and launch a centralized landing page hub supported by social and email campaigns that could extend engagement beyond launch. The experience introduced Bobby Flay’s Ranch Night original recipes, supported a national consumer contest, and drove awareness and usage of Hidden Valley Ranch dry seasoning products, positioning them as an easy way to elevate everyday meals.
The Approach
Ranch Night! was conceived as a content-first ecosystem, with the hub acting as the connective tissue between storytelling, recipes, video, UGC, and commerce. Original creative content was produced by the in-house team with support from select external partners and extended across recipe and instructional videos, social content, digital banners, print advertising, branded Ranch Night seasoning packs, and coupons that ran across Meredith publications. Every touchpoint reinforced a single, consistent idea: any night can be Ranch Night.
The Result
The campaign successfully drove engagement and increased awareness of Hidden Valley Ranch dry seasoning units, including shakers and dry mix packets. By anchoring the experience in approachable, flavor-driven content, Ranch Night! helped reposition dry seasonings as versatile, everyday staples while establishing a scalable digital platform that continues to support future content and brand moments.
My Role
As Lead Creative Associate Director, I led concept development, campaign strategy, and hands-on production across the full 360 ecosystem. I partnered closely with sales, marketing, and UX teams to align creative vision with business goals, while directing and overseeing multidisciplinary internal and external teams to ensure consistency across digital, social, email, print, and product touchpoints.
