RAMONA’s - THe challenge

Prior to this campaign, RAMONA’S social presence was defined by sporadic, one-off posts focused on individual product SKUs. Without a centralised strategy or a consistent narrative thread, the content lacked the impact needed to build lasting memorability and brand favourability. The brand had the potential for personality with their iconic, oversized tubs and fiercly bold founder, but it lacked the creative engine needed to drive genuine cultural relevance. We were tasked with consolidating these "random" social moments into a high-impact, cohesive TikTok plan. The goal was to move beyond the grocery shelf and position RAMONA’S houmous as the undisputed dip choice for every summer occasion

THE SOLUTION - SHARING SEASON

We developed "Sharing Season," a brand platform that transformed RAMONA’S from another item on the shopping list into the must-have at every summer hangout. By tapping into the truth that RAMONA’S is too good not to share, we shifted the focus from what’s in the tub to who’s around it. We traded sporadic posts for seasonal and cultural traction, leveraging timely trends and platform-native formats to ensure every moment landed with purpose, relevance, and a unified brand voice.

THE Content pillars

To maintain momentum and drive consistent engagement, we executed the vision through three distinct content buckets:

Community (The Conversation Starter): We took the brand to the streets to capture real people and real reactions. Using street-style interviews,
we turned the product into a catalyst for connection, driving relatability through shared experiences.

Seasonal (The Cultural Pulse): We mapped RAMONA’S to summer rituals; from park picnics to garden parties.
We used visually rich formats to make those bold, oversized colourful tubs instantly recognisable as the centre of the "sharing" moment

Taste (The Craving Creator): Flavor-first content designed to spark "must-try" conversations. We showcased the versatility of the houmous range through unusual pairings and bold taste tests that felt satisfying and social-first.


THE FACe of the brand

To bridge the gap between "brand" and "community," we moved Ramona herself to the forefront. By leveraging her existing fandom and vibrant personality, we added a layer of trust and authenticity. This allowed us to lead with a human face, reacting to audience behaviours and TikTok trends in real-time, making the brand feel like a friend rather than a corporation.