John Goetter on Latrice Royale and supporting queer voices in good times and bad

Ad Age is marking Pride Month 2023 with our Honoring Creative Excellence package, in which LGBTQ+ creators revisit some of their favorite projects. (Read the introduction here.) Today, our guest editor Sandy Greenberg turns the spotlight to John Goetter, VP of marketing at John B. Sanfilippo & Son. Here, Goetter writes about launching Ruby Royale snack mix with the perfect spokesperson—Latrice Royale. 

Squirrel Brand’s latest wonder-filled innovation was Ruby Royale, an indulgent snack mix featuring a California almond coated in vibrant ruby cacao. It was (and is) one of those items you have to hide at your desk to prevent people from devouring it. We knew it was worthy of a big splash. With a Feb. 1, 2021, launch date and pink packaging and product, we chose Valentine’s Day for its debut.

The campaign idea was to give Ruby Royale a spokesperson who was equally luxurious and glamorous to sell it as the perfect Valentine’s Day gift. Latrice Royale, the larger-than-life drag superstar who rose to fame on “RuPaul’s Drag Race,” was the clear choice. Not only was there the shared regal name, but Latrice was beloved for two catchphrases: “Eat it” and “Get those nuts out of my face!” It was a perfect match.

Latrice’s star power carried the campaign—delivering each line with her booming, sexy voice. We knew it was funny and believed it would break through, but we weren’t quite prepared for the overwhelming response. The positivity, love and support from her fans, the LGBTQ+ community and fellow drag queens was incredible. Her peers were supporting her, new and legacy fans were rooting for her, and the comments on social were 99% positive. There were some negative comments and a handful of angry emails, but they were drowned out by the outpouring of love for the product, the work and Latrice.

Even better, the groundswell of positive engagement was matched by impressive results. The campaign punched above its weight. With a limited budget and only 14 weeks in market, Latrice delivered over 109 million impressions and 20 million earned impressions. What’s more, Squirrel’s Ruby Royale became the No. 10 best-selling snack mix on Amazon and our No. 1 item on Amazon, driving significant value to the business.

The Ruby Royale campaign is a compelling reminder of the power that inclusive work can bring to our industry and community. Recently, LGBTQ-inclusive work has been politicized and debated so much that once-prominent supporters and advertisers are making decisions to walk away. Our community doesn’t have the luxury of choice to walk away. What’s more, we deserve to be and see ourselves in every space, inclusive of advertising. It is our responsibility to continue to brief for, cast for, work with and support queer voices.

I’d like to think if I were pitched this idea today, I would make the same decision I did in February 2021, but I know it wouldn’t be so easy to say yes. Selling it up the chain and dealing with comments from consumers and investors would feel a lot different than it did two years ago. However, while it might not be the easy or popular road, it is the right road. If my work with Latrice Royale is any indication, it is also a road that is bursting with laughter and love.