{"id":1783463,"date":"2025-12-05T15:50:04","date_gmt":"2025-12-05T23:50:04","guid":{"rendered":"https:\/\/www.thecloroxcompany.com\/?p=1783463"},"modified":"2025-12-07T09:03:38","modified_gmt":"2025-12-07T17:03:38","slug":"hidden-valley-ranch-brings-digital-recipe-success-full-funnel","status":"publish","type":"post","link":"https:\/\/www.thecloroxcompany.com\/blog\/hidden-valley-ranch-brings-digital-recipe-success-full-funnel\/","title":{"rendered":"Hidden Valley Ranch brings digital recipe success full funnel"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"840\" height=\"500\" src=\"https:\/\/www.thecloroxcompany.com\/wp-content\/uploads\/2025\/12\/HVR-FCB-Ads_TCC-Blog-H.jpg\" alt=\"\" class=\"wp-image-1783465\"\/><\/figure><\/div>\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>By Vicki Haber, Brand Experience Lead \u2013 Food<\/strong><\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Hidden Valley Ranch is extending its recipe-driven approach to TV to connect with viewers in new ways, helping build brand relevance around popular meal occasions.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Why it matters<\/h4>\n\n\n\n<p>Recipe content is a powerful way to inspire usage and drive purchase intent. Consumers increasingly look for meal solutions that fit their lifestyles, and recipes provide that utility while showcasing the versatility of our products.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Context<\/h4>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<p>Recipes have long been part of our marketing playbook, but last year marked a major milestone when we tested bringing recipe videos full funnel, including TV, and found them to be impactful in driving business results. This insight validated the role of recipes not just in digital spaces but across broader media channels.<br><br>Building on this success, in FY26 we partnered with our in-house agency, Electro, to create recipe videos for the full funnel, including TV, tailored to cultural moments and seasonal trends. Using AI, we generated multiple versions from a single shoot by changing backgrounds and settings \u2014 like turning a tailgate into a Big Game party, allowing us to scale quickly and cost effectively. These included:<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:45%\">\n<figure class=\"wp-block-video\"><video controls poster=\"https:\/\/www.thecloroxcompany.com\/wp-content\/uploads\/2025\/12\/Screenshot-2025-12-05-at-7.02.18-AM.png\" src=\"https:\/\/www.thecloroxcompany.com\/wp-content\/uploads\/2025\/12\/HVR_Brrr_16x9-1.mp4\"><\/video><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><strong>Back-to-school dinners: <\/strong>One pan chicken<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><strong>Fall football: <\/strong>Tailgate version of restaurant-style ranch<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><strong>Winter comfort meals:&nbsp; <\/strong>Mississippi roast<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><strong>Holiday celebrations: <\/strong>Spinach dip<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><strong>Game day gatherings: <\/strong>Big game version of restaurant-style ranch<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><strong>Spring holidays: <\/strong>Grilled burgers<\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-video\"><video controls poster=\"https:\/\/www.thecloroxcompany.com\/wp-content\/uploads\/2025\/12\/Screenshot-2025-12-05-at-3.21.36-PM.png\" src=\"https:\/\/www.thecloroxcompany.com\/wp-content\/uploads\/2025\/12\/HVR_Big_Football_16x9.mp4\"><\/video><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-video\"><video controls poster=\"https:\/\/www.thecloroxcompany.com\/wp-content\/uploads\/2025\/12\/Screenshot-2025-12-05-at-9.20.14-AM.png\" src=\"https:\/\/www.thecloroxcompany.com\/wp-content\/uploads\/2025\/12\/29291_HVR_HVRRanchSpinachDipTVC_15_CXHV2550000H-small.mp4\"><\/video><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>By aligning recipes with these cultural pulses, we helped make Hidden Valley Ranch part of these universal moments in consumers\u2019 lives.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">The big picture<\/h4>\n\n\n\n<p>We\u2019re redefining how recipes show up in our marketing mix. What started as a digital-first tactic has evolved into a cross-channel strategy that connects with consumers in the moments that matter most.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Recipes are no longer just inspiration \u2014 they\u2019re helping drive impactful business results.<\/li>\n\n\n\n<li>This approach complements our broader IGNITE strategy to innovate how consumers experience our brand and reimagine how we work with the help of AI.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">What\u2019s next<\/h4>\n\n\n\n<p>We\u2019ll continue exploring new ways to integrate recipes into our plans.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">The bottom line<\/h4>\n\n\n\n<p>By leaning into recipe content and expanding its role beyond digital, we\u2019re meeting consumers where they are \u2014 on TV, online, and everywhere in between \u2014 ultimately building relevance for Hidden Valley Ranch in the kitchen with a wider audience of consumers.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1366\" height=\"86\" src=\"https:\/\/www.thecloroxcompany.com\/wp-content\/uploads\/2025\/10\/The-Well-Weekly_Div-1.png\" alt=\"\" class=\"wp-image-1782341\"\/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>By Vicki Haber, Brand Experience Lead \u2013 Food Hidden Valley Ranch is extending its recipe-driven approach to TV to connect with viewers in new ways, helping build brand relevance around popular meal occasions. Why it matters Recipe content is a powerful way to inspire usage and drive purchase intent. Consumers increasingly look for meal solutions [&hellip;]<\/p>\n","protected":false},"author":119,"featured_media":1783464,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_oasis_is_in_workflow":0,"_oasis_original":0,"footnotes":""},"categories":[749],"tags":[1081,552,557,439],"class_list":["post-1783463","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands","tag-brands","tag-hidden-valley","tag-hidden-valley-ranch","tag-innovation"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.thecloroxcompany.com\/wp-json\/wp\/v2\/posts\/1783463","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thecloroxcompany.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thecloroxcompany.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thecloroxcompany.com\/wp-json\/wp\/v2\/users\/119"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thecloroxcompany.com\/wp-json\/wp\/v2\/comments?post=1783463"}],"version-history":[{"count":17,"href":"https:\/\/www.thecloroxcompany.com\/wp-json\/wp\/v2\/posts\/1783463\/revisions"}],"predecessor-version":[{"id":1783495,"href":"https:\/\/www.thecloroxcompany.com\/wp-json\/wp\/v2\/posts\/1783463\/revisions\/1783495"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thecloroxcompany.com\/wp-json\/wp\/v2\/media\/1783464"}],"wp:attachment":[{"href":"https:\/\/www.thecloroxcompany.com\/wp-json\/wp\/v2\/media?parent=1783463"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thecloroxcompany.com\/wp-json\/wp\/v2\/categories?post=1783463"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thecloroxcompany.com\/wp-json\/wp\/v2\/tags?post=1783463"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}