Litehouse campaign asks: Why don’t you have a ‘Ranch Guy’?
The “Litehouse in the House” salad dressing and dip campaign by Sandpoint, Idaho-based Litehouse Inc. is calling on consumers to get the summertime salad party started.
After all, May is National Salad Month, and summer is around the corner.
“Some people call it crashing a party. I call it dressing up a party,” says "The Ranch Guy" in the commercial after he arrives at a pool party carrying with a bin of Litehouse ranch dressing bottles on ice.
About 43% of shoppers say summertime is the best time to eat salads, according to a 2022 study of 2,000 U.S. adults commissioned by Fresh Express and conducted by OnePoll.
The dressing and dip company is encouraging people to think of their products for any kind of salad — from leafy greens and pasta to potato salads and coleslaw —at all those backyard barbecues, pool parties and picnics at the park.
Litehouse is focusing its campaign on these three products, according to a news release:
- Homestyle Ranch Dressing & Dip — in a shareable 20-ounce family size squeeze bottle, 13-ounce jar or 12-ounce dip tub that’s convenient for on the go.
- Caesar Dressing — used in a traditional salad, mixed into a chicken, tuna or potato salad, or on top of grilled romaine for a modern take on Caesar salad.
- Coleslaw Dressing — as part of a topping on burgers, tacos or fish, shoppers can mix a jar with one bag of shredded vegetables to create coleslaw.
The Ranch Guy is the star of Litehouse’s "Summertime Saladtime" ad campaign, designed to be America’s most enthusiastic ranch dressing super fan. The ad spots feature The Ranch Guy along with his family and friends — including his bestie, a life-sized carrot — as they enjoy ranch and other Litehouse dressings on salads and more.
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“From late spring through summer, consumers often seek out lighter meals, which naturally leads to an increase in salad consumption,” Paul Hemingway, Litehouse vice president of marketing and communications, said in the release. The lovable ad star showcases how versatile Litehouse products are, saying “a little ‘drizzly drizzly’ of Litehouse dressing can elevate any summer get-together.”
Running now through mid-July, the national Summertime Saladtime campaign features a mix of social media, digital marketing and shopper marketing tactics:
- Litehouse is assembling a “Salad Summer School” curriculum of weekly cooking classes hosted on @LitehouseFoods on Instagram.
- An integrated marketing plan including a suite of new ad spots that will launch on Connected-TV and a dedicated campaign landing page featuring summer salad recipes.
- Select discounts, coupons and rebates on dressings, including a $1 off coupon on Ibotta and Instacart and more digital coupons offered at select retailers, valued at $1.25 off any Litehouse dressings.
The Summertime Saladtime retail promotion features an array of Litehouse dressings and dips, including the brand’s popular Homestyle Ranch, Coleslaw and Italian flavors as well as the new 20-ounce Creamy Italian flavor, geared toward creamy pasta salad, summertime shrimp salad, and creamy corn salad.
Litehouse dressings and dips are sold in the refrigerated produce department at retailers nationwide.
