February is nationally celebrated as Black History Month, and history was made in January when actress and drag queen Latrice Royale made two appearances in commercials on the QVC television network. She became the first drag queen to appear in drag on the network, in both afternoon and evening segments. The former RuPaul’s Drag Race star showcased a sparkling pink-hued container of Squirrel Blend Ruby Royal nut blend while delivering lines like, “Good, good, get a grip girl,” among others.
The over 125-year old snack brand cashed in on Latrice with the help of Huge, an advertising agency, by airing a series of commercials using the catch phrase, “body, beauty, luxury, and all these … nuts.” The groundbreaking advertising campaign helped Squirrel Brand attract an audience just in time for the Valentine’s Day market. “When we were looking at it, there’s an analogy with love,” Huge executive creative director Mick Sutter said to Campaign US. “ It’s really complex. It’s not super sweet or saccharin. It’s not simple. Valentine’s Day tends to be reductive when it comes to love. We really wanted to open up that aperture.”
Sutter and the Huge creative team brainstormed and connected the product name to the famed drag performer. Eventually, they titled the campaign “Latrice Royale for Ruby Royale,” and showcased the drag queen in a custom-made pink dress accentuated with rhinestones. Royale was delighted to be the spokesperson of the snack blend. “Receiving the news confirming that I made ‘HER-story’ was the highlight of my birthday,” she told Instinct. “I was all aglow just having gone through the experience that is QVC, but to learn I am the first queen to grace the network was monumental for me.
“I check a lot of boxes in the minority department – I am black, I am gay, I am a drag queen. The idea that I have reached a demographic far removed from my normal fan base is such a proud moment. It is Black History Month, and what a great way to celebrate black excellence.”