Squirrel Brand came to us with Ruby Royale, a new nut mix launching on Valentine’s Day. A nut mix? For Valentine’s Day? 🤔 We pitched and won the business with a campaign designed to gatecrash V-Day by challenging its stale traditions.
We launched the campaign — and the new product — with the help of Latrice Royale, a drag artist famous for her run on RuPaul’s Drag Race where she was named Miss Congeniality. Our goal was to breakthrough the usual, predictable Valentine’s Day noise by unleashing a campaign that serves up a fresh perspective on an old holiday — inviting consumers to think differently about everything from who they love to what they gift. With a modest production budget and a herculean producer, from concept to launch we pulled the campaign together in just 8 short weeks, creating 20+ pieces of content along the way. Phew, I’m still tired just typing this.
Roses are red. Violets are blue. Don’t nobody want those tired-old V-Day gifts from you.
We enlisted Latrice Royale as our spokesperson. A perfect match for our brand: she’s fresh, original, and dripping with flavor.
It worked.
A little too well…
Ruby Royale became Amazon’s #1 new release in the nut & snack category and sold out in its first two weeks. Watch the campaign videos below.
V-Day Her Way :60
Ruby Roasts :15
This scrappy campaign surpassed its sales goals, nabbed 64.5M impressions, and even made history when Latrice Royale became the first person to appear on QVC in drag.
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Associate Director, Social Marketing: Steph Loffredo
Associate Creative Director: Chelsea Anderson
Senior Copywriter: Corinne Brinkley
Art Direction & Visual Design: Hannah Shams, Luke Romig, Richee Chang