‘Litehouse in the House’ raises the roof
Litehouse Inc., the leading refrigerated salad dressing brand in the U.S., raised the bar (and the roof) with its multichannel marketing campaign “Litehouse in the House” this football and tailgating season.
“There’s one time a year where we sell more products than any other time — and that’s Super Bowl week,” said Paul Hemingway, vice president of marketing for Litehouse. “There’s a clear connection between football and our products.”
And that connection was the driving force behind Litehouse’s successful marketing campaign “Litehouse in the House,” which debuted in the fall of 2022 and ran through February 2023. The campaign featured an array of Litehouse dressings and dips, including the brand’s popular Homestyle Ranch, Chunky Blue Cheese and new Garlic Ranch flavors, and showed how they help “elevate any experience and make the ordinary extraordinary.”
“When you introduce our products at these get-togethers, it elevates the moment,” Hemingway said. “There’s a homegate, and then there’s a homegate with ‘Litehouse in the House.’”
Litehouse worked with a creative agency and filmmakers to develop this series of short-form videos, which showcased one super fan’s passion for all things ranch and football.
“We worked with a comedian who’s based out of Denver and created ‘The Ranch Guy’ and a series of commercials that featured his over-the-top, oblivious passion and joy for Litehouse Ranch,” Hemingway said.
Since launching the campaign in the fall, Litehouse has received a lot of attention from the press, winning advertising awards and unlocking retailer participation.
“Retailers saw we were investing in this category and they wanted to participate,” Hemingway said.
In the weeks leading up to the Big Game, Litehouse made its campaign even more engaging by progressing “Ranch Guy’s” story and creating additional digital spots, as well as hosting a social media giveaway where four winners were gifted Litehouse Ranch for a year.
Overall, the company has been blown away by the support the campaign has received from retailers and consumers alike.
“We’ve been featured in Adweek two times,” Hemingway said. “It’s a demonstration that if you can build a personality and support it with great creative, there’s an opportunity to create a lot of attention and engagement with consumers that will drive sales.”
To learn more about Litehouse products, visit www.litehousefoods.com.