We made Valentine’s Day chocolates look stale.

Squirrel Brand Nuts—a niche player typically sold on QVC—made the audacious decision to launch its newest artisan mix, Ruby Royale, during one of the most competitive holidays in the snack industry. So we took to toppling conventional Valentine’s treats by toppling convention itself.

 
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Step aside, Cupid.

Valentine’s Day is steeped in tradition. A dated, exclusionary tradition. If true love doesn’t conform to any kind of norm, why should we? So we partnered with an influencer who embodied all of love’s rich complexity: Latrice Royale. A fan-favorite from RuPaul’s Drag Race, Latrice’s warmth, confidence and style made for the perfect brand ambassador.

The love was real.Our effort marked one of the first times a drag artist headlined a mainstream marketing campaign. And people took notice.

The love was real.

Our effort marked one of the first times a drag artist headlined a mainstream marketing campaign. And people took notice.

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Within 10 days, Ruby Royale temporarily sold out on Amazon.

The campaign netted 64.5M impressions and well-surpassed our sales goals. You can read more in AdAge, Campaign and LBB.

 

And we made some media history.

Latrice became the first person ever to appear in drag on QVC.