BASIC / DEPT

As the producer of the original ranch dressing, Hidden Valley® is the go-to choice for ranch lovers. They reached out to BASIC with an appetite to aid discovery within their online community – starting with their website.

BASIC dug deeper into Hidden Valley’s audience, and uncovered a hidden community of passionate ranch fans eager for ways to come together. The “ranch fandom” is exactly what you would picture. They are serious. They are loyal. And they are craving new ways to champion their coveted condiment.

The discovery of a ranch fandom kicked off a multi-phased partnership with The Electro Creative Workshop, Hidden Valley’s internal creative team. First, a fully functional website to showcase the Craveability within Hidden Valley’s brand. From the typography, to the texture, to the content direction and tone of voice, we brought their spirited and quirky personality forward in every ounce of our creative expression.

One project folded perfectly into another. Once we had a digital homebase that communicated Hidden Valley’s brand, we created new and exciting touchpoints to engage the community in equally fun ways. Rather than start from the product level, the experience focused on each individual moment of celebration where Hidden Valley could become the star. By elevating whimsical moments and making discoverability the key ingredient, the world-class shopping platform doubled as a community-centered brand experience — a first within the industry. Now the original ranch creators are setting the standard once again.

Length: 8 months

Electro, the main vendor who produces and manages all of Hidden Valley Ranch’s content reached out to us and wanted to work with us closely over a long period of time so that we could not only design & strategize together as a team, but also coach their team of back end developers while we applied the front end. The partnership was incredible, and the client was ultimately impressed coming back to us for more work on their account pages.

60% increase in recipe engagement

70% personalized page view