The Scoop: Hidden Valley Ranch’s job posting sparks major fan excitement

Hidden Valley Ranch recently launched a search for four “ranchbassadors” who would spend the summer traveling across Europe, pairing ranch dressing with local foods, documenting reactions and creating social content.

The company said it expected interest. But then it received more than 6,000 applications, or about 70 times more than a typical job posting, the Wall Street Journal reports.

Applicants created videos, petitions and even mailed scrapbooks and pitch decks to stand out and show their love for the dressing. Fans posted TikToks and Reels, tagging the company in their increasingly unhinged auditions, which included drinking a large bottle of buttermilk ranch in just 6 minutes.

The idea started as a way to celebrate America’s upcoming 250th birthday, the outlet said. But Hidden Valley’s marketing team also saw an opportunity to lean into ranch’s status as a distinctly American product.

“Americans seem to hold it very close to their heart as this uniquely American flavor,” said Stacy Stokes, Hidden Valley’s vice president of marketing.

In announcing the search, Stokes described it as “a cultural exchange powered by an incredibly versatile flavor” and said the company wanted to share “The Flavor of America” with the rest of the world.

Why it matters: This is a strong example of turning fans into the story.

Hidden Valley Ranch created an opportunity people wanted to join. The application process became part of the marketing, generating thousands of submissions, social posts and earned media mentions before the job was even filled.

Applicants effectively became advocates with the kind of enthusiasm that’s tough to produce through more traditional methods. In other words, this works because it feels genuine and fun and it resonates with other fans.

The campaign also shows the value of leaning into a brand’s unique identity. It built its idea around something consumers routinely associate it with: America’s obsession with ranch dressing.

Some of the best brand campaigns create participation and a chance for their audience to have a say. Hidden Valley’s approach offers an important lesson about fan moments: when people want to be part of the story, they’ll often become the spokespeople and do the marketing for you.

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Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at [email protected].