RAMONA’S Sparks Fan-Led Dip Movement with Community Driven Campaign

FMCG brand RAMONA’S has launched ‘World’s Best Dip!’, a community-driven social campaign to mark the release of its new dip range. The push was developed in partnership with Supernova, Atomic London’s social creator agency, and is the first work to launch since its appointment as RAMONA’S UK social and digital agency of record following a competitive pitch.

The launch is part of RAMONA’S broader push to grow brand awareness and market share as it expands beyond houmous into a wider dip range. Aiming to engage with families, foodies and millennials, the brand seeks to strengthen its presence across the UK with creative, social-first activity that people genuinely want to be part of.

The campaign taps into the brand’s existing fandom, using user-generated content to scale the moment authentically. It centres around a simple but shareable idea: how and where would you do your best dip? To kick things off, the brand has launched a hero film starring RAMONA’S founder Ramona Hazan dipping crisps from a hot tub, bobbing down the River Thames.

Supernova is also working with passion-led creators such as @shardclimber, who will be jumping off a building in the name of a dip, as well as @bgirl_solid and @kitbelofsky, challenging them to dip in the most weird and interesting ways possible.

Ramona and the creators are then handing the baton to the fans, challenging them to post their own dipping moments on TikTok and Instagram using the hashtag #WorldsBestDip. The most imaginative entries will be in with a chance of winning a year’s supply of dip and a starring role in the next wave of RAMONA’S content.

Andrew Dobson, head of sales and marketing at RAMONA’S, said, “We’ve built an incredibly loyal fanbase thanks to our great products, and now we’re bringing them with us into this exciting new chapter. ‘World’s Best Dip!’ celebrates that energy and love, and gives people a chance to become part of our brand in a way that’s creative, fun and completely their own. We’re thrilled to be working with Supernova to help us build momentum as we grow the brand, engage our community and launch the new range with impact.”

Tom Sneddon, managing partner at Supernova, added, “Gone are the days of top-down brand storytelling. People want content that surprises them, and invites them in. With this campaign, we’re not just asking fans to take part in a competition, we’re handing them the mic and building a movement together. It’s more than just a moment – it’s a long-term platform powered by community.”