WHO?

RAMONA'S is the UK's No.1 houmous brand by volume, value & units. They came to us with bold ambitions: launch their new dip range and become the No.1 dip brand, capturing >10% market share within 5 years.

WHAT?

We needed to build brand awareness and consideration amongst 35-45 year old food lovers while creating a community of passion-led advocates. The challenge? Breaking into a crowded dip market where consumers are creatures of habit.

HOW?

Our audience data revealed a key insight: food is this group’s love language - they’re passionate about discovering the best and sharing it with others. This led to our brand platform: “Too delicious to keep to yourself.”

Beyond that, our research showed RAMONA”s super fans were 4x more influential than branded communications. So instead of just pushing product ads, we built a social-first campaign around ‘extreme tasting moments’ - dramatic, unfiltered reactions to Ramona’s brand new dips. These moments put superfans on a pedestal, while playfully subverting the cookie-cutter tropes of their competitors.

We structured the campaign around four key content pillars:

• Where to dip – playful, unexpected dipping hot spots

• How to dip– the wild and wonderful ways fans could show their passion

• What to dip – trend led food combinations that go above and beyond

• Ramona’s reactions – having the queen of dips share her thoughts

We launched the campaign in a hot tub on the Thames and then brought in six unique creators whose tastes aligned with our audience. A wave of UGC followed, as fans, foodies and creators shared their real reactions and recipes. Creating an unmissable NPD launch.