Drag queen Latrice Royale insists these nuts are perfect for Valentine's Day

Whether spent alone or with a beau, a Squirrel Brand treat is the perfect companion in campaign from Huge Southeast

Published On
Jan 11, 2021

Editor's Pick

After nearly a full year of social distancing, the world is about to experience its first Valentine’s Day in quarantine. While that will put a kink in the traditional celebrations of lovers and lusters, it’s not a problem for Latrice Royale, best known for her turns on “RuPaul’s Drag Race” and “Drag Race All Stars.”

In a series of spots from Huge Southeast, Royale, bedecked in her trademark rhinestones and a custom pink dress, explains that being alone for Valentine’s Day is just fine by her. “This year, I’m my own Valentine. Because you know who loves me more than me? Nobody.”


Instead of red roses, which are old hat, she suggests Ruby Royale, a nut and fruit mix from Squirrel Brand—leading to her raucous challenge to “Get these nuts in your face!” The campaign is the agency’s first work for its new client.


Royale opines on other topics, doling out advice to the lovelorn like remembering to feed your booty calls after they come over and skipping the greeting cards that nobody wants anyway.  In addition to a 60-second main spot, the campaign includes a half-dozen 15-second spots and multiple 6-second bumpers. It broke on Monday and runs through Valentine’s Day.



Jan 11, 2021
Client :
Squirrel Brand
Agency :
Executive Creative Director :
Mick Sutter
Associate Creative Director :
Sarah Holcombe
Associate Creative Director :
Chelsea Anderson
Associate Director Social Marketing :
Steph Loffredo
Senior Copywriter :
Corinne Brinkley
Production Designer :
Hannah Shams
Senior Visual Designer :
Luke Romig
Senior Visual Designer :
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

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