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Latrice Royale Brings Us Body, Beauty and All These Nuts with Fresh Twist on Inclusivity

Squirrel Brand's new product campaign from Huge is slated to break in North America this week and will lead into Valentine’s Day

Latrice Royale Brings Us Body, Beauty and All These Nuts with Fresh Twist on Inclusivity

After a competitive pitch last autumn, Huge Southeast is launching Squirrel Brand’s first campaign for Ruby Royale, the newest premium snack product from the iconic 132 year old brand. The work is slated to break in North America this week and will lead into Valentine’s Day with a fresh and avant-garde twist on inclusivity and celebration.

Beloved American drag performer, recording artist and reality television personality, Latrice Royale, will serve as the face of the new luscious blend of nuts, and star in the first creative campaign for the product, titled 'Latrice Royale for Ruby Royale'. Ms Royale is the internationally famous drag queen who rose to fame on 'RuPaul’s Drag Race', earning Miss Congeniality during the show’s fourth season, and participating in two seasons of 'Drag Race All Stars'.

Ruby Royale product launched on 1st January and features a decadent mix of ruby cacao covered almonds, pistachios, and two types of sweetened cranberries. With hero content launched yesterday, Ms. Royale will be featured in Squirrel Brand’s new North American campaign for the new Ruby Royale product, featuring one :60, six :15s; two :06s, as well as a social campaign featured on Latrice Royale’s channels which will be shared with her ~2million followers.

Ms. Royale’s fabulousness translates throughout all of the creative work, which was inspired by the Ruby Royale ingredients: decadent, exclusive and over the top. The work features Latrice Royale outfitted in a custom ruby pink dress, proclaiming that she’s her own Valentine and is celebrating with Ruby Royale, “serving body, beauty, luxury and all these...nuts,” encouraging viewers to “get these nuts in your face.” 

The robust social campaign will see Ms. Royale takeover Squirrel Brand’s Instagram and Facebook accounts for the duration of the campaign, which runs until 15th February. The work was shot using a hybrid production model with a skeleton crew for the in-person shoot while the larger crew connected remotely. This campaign marks the first piece of work since the start of the partnership.

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Client: John B. Sanfilippo & Son, Inc.

Product: Squirrel Brands’ Ruby Royale

Campaign Name: Latrice Royale for Ruby Royale


Creative Agency: Huge Southeast

Executive Creative Director: Mick Sutter

Associate Creative Directors: Sarah Holcombe and Chelsea Anderson

Associate Director, Social Marketing: Steph Loffredo

Senior Copywriter: Corinne Brinkley

Production Designer: Hannah Shams

Senior Visual Designer: Luke Romig and Richee Chang

Executive Producer: Renee Royal

Business Affairs Manager: Jill Davis

Group Planning Director: Asmirh Davis

GVP, Program Management & Operations: Sarah Buckler

Group Engagement Director: Caroline Moncure


Production Company: Thinking Machine

Category: Food , Savoury Snacks