For decades, Hidden Valley Ranch had focused on one target and one target only—moms. It had all but ignored the over-the-top "ranch on pizza" fan base that actually couldn't get enough of the brand. In the mid-2010s, after seeing younger audiences respond to the tongue-in-cheek humor that PR was testing, the brand said goodbye to the MadMen-era one-target orthodoxy and decided to go all in. It would embrace everyone who wanted to "Ranch Out." To celebrate National Ranch Dressing Day in 2017, Hidden Valley opened an online “out-let” store and made a ranch lover’s dream come true: it offered a 5 liter keg filled with HVR. The kegs sold out in 48 hours; the campaign wracked up 3 billion media impressions; landed a read on Weekend Update; and this line in Fortune: "It's a shame they don't award Nobel pries for dipping sauces because if they did whoever concocted this container would win it in gold, silver, and bronze."