TV shows set in New York City, like Friends, often highlight the unrealistic (read: spacious) living experience of most New Yorkers – a point that Hidden Valley Ranch did not miss with its Tiny Apartment pop-up last month to promote its Hidden Valley Ranch Seasonings mix.
According to the brand: The “craveworthy flavor of ranch” can still be “crafted in a space no bigger than a New York micro apartment”.
The pop-up restaurant booked out within one minute of going live, with 630 people on the waiting list, indicating “a strong appetite for flavorful brand experiences,” says Stacy Stokes, VP of marketing, Hidden Valley Ranch. It leaned into its iconic ranch dressing label by decorating the space with the same verdant landscape and sky blue color palette.
“The whole program was rooted in the insight that our younger consumers are redefining living spaces and what ‘home cooking’ looks like, and we wanted to show them that Hidden Valley Ranch Seasoning is a perfect tool to champion creativity and confidence in the kitchen no matter the size or space,” Stokes said.
A menu designed for flavor, convenience and experimentation
The pop-up featured a menu of appetizers, mains and dessert featuring Hidden Valley’s ranch seasoning, including a vegetable platter with flatbread and dips like classic ranch, ranch hummus and white bean ranch, wings tossed in ranch seasoning with a variety of dips, slow-cooked Mississippi roast and baked bosc pears with berries and gorgonzola.
The recipes were “inspired by the foods we see our consumers drawn to, dishes that reflect their love for bold flavors, convenience and a little culinary experimentation,” while learning how consumers use the seasoning in daily cooking, Stokes added.
‘Experiential activations are an investment’ to deepen consumer engagement
While traditional advertising or digital campaigns still have a place in a brand’s marketing plan, in-person experiences like the Tiny Restaurant allows for a palpable story telling moment that “allows people to feel it,” Stokes explained.
“Ultimately, experiential marketing complements our broader mix by turning brand love into something consumers can see, feel and share,” Stokes said.
Experiential marketing continues to play a strategic role for many brands as they couple the in-person experience and metrics with social media and content marketing to continue building engagement. Merch drops and creative giveaways also help strengthen long-term relationships with consumers. One expert suggests that sending curated post-event follow-ups to attendees can be done with little cost while building a loyal audience.
Hidden Valley followed up with the buzz from the Tiny Restaurant with a limited-edition sweatsuit on TikTok as a another way to “meet people where they are, in ways that fit their lifestyle” via social media and digital channels, Stokes said.
“Experiential activations are an investment we make when there’s a clear opportunity to deepen consumer engagement in a way that traditional channels can’t or that will complement traditional channels,” Stokes explained.
For Hidden Valley, the brand’s digital promotion of the restaurant across socials helped maintain the excitement even for those unable to attend.
“Even for those who didn’t score a reservation, the buzz and content surrounding the event invited them into that story. It wasn’t just about a meal; it was about reimagining what seasoning can do, and that kind of emotional connection is hard to replicate through a screen,” Stokes said.
Stokes continued: “Success isn’t just measured by attendance; it’s about reach, engagement and how effectively the activation shifts perception and drives trial. When we see people talking about the experience, sharing content and thinking differently about our products, that’s when we know it worked.”
