After the World Cup Sparked a Ranch Craze, Kraft Went Viral. Hidden Valley Is Playing the Long Game

One brand already kicked off an initiative to send Americans to Europe to preach the gospel of ranch.

BY ANNABEL BURBA, EDITORIAL ASSISTANT @ANNIEBURBA

Illustration: Inc.; Photos: Adobe Stock

Ranch is having a moment. Over the past month, foreign tourists visiting the U.S for World Cup games have delighted Americans by gushing about the condiment online.

Hidden Valley Ranch couldn’t be more prepared. In March, the Oakland, California-based brand announced it was recruiting “Ranchbassadors” for an eight-week-long mission........

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