merit
There’s nothing better than bringing people together through the power of flavorful food, and that’s exactly what the Litehouse In The House campaign is all about.
No matter where the ‘house’ is, whether it’s fans at a tailgate, a family having dinner, or friends gathered for a movie night, this idea was built to achieve the goal of making food taste great and bringing everyone together.
The main challenge in this brief was to spread the goodness, the flavor of Litehouse, to households across the country. And the key objective? To increase sales in target markets and create a brand following with undying loyalty to Litehouse.
We solved the brief by doubling-down on creating messaging that would resonate with consumers across a variety of mediums. The results speak for themselves: a video-completion-rate that consistently surpasses benchmarks at over 90%, online videos with a 3.82% clickthrough-rate, and record high sales for Litehouse with a first-ever market share of 26% as of January 2024.
And, while performance means a great deal, the story of Litehouse in the House and Ranch Guy’s quirky personality and off-beat humor acted as a vehicle to drive home the fact that with Litehouse food becomes more flavorful and people will gather around. Not to mention, this approach has helped the brand garner a steadily growing, cult-like following.
Since this brand and campaign platform run on a nationwide scale, the only cultural references that are important for anyone to grasp would be the connection between food and American football. Tailgates, watch parties, even Saturday nights in watching the game on the couch, and, of course, the Super Bowl are massive events for advertisers, brands, and agencies, making football an integral part of the Litehouse story.
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