• by Karlene Lukovitz  @KLmarketdaily, May 29, 2014

Hidden Valley is running a "Twist on Tonight" campaign offering weekly mobile messages that include a recipe and a fun, family activity.

The idea is to help families make “crunch time" -- the busy time between after school and bedtime -- easier and more fun, by providing fast, tasty dinner solutions and activities for spending quality time together. 

For example, one “Twist on Tonight” concept was Mexican Fiesta Night. Opt-ins received a message with a recipe for Guacamole Turkey Tacos (which calls for using a Hidden Valley guacamole dip mix) and instructions for making "Easy DIY Maracas" out of paper cups and dried beans or rice. Another Twist message delivered a recipe for Ranch Popcorn and instructions on how to make a family movie using a mobile phone.

To opt in, consumers can text RANCH to 40679 or register via a form on Hidden Valley's Facebook page. 

Registrants are also automatically entered in a sweeps for a chance to win weekly prizes (through June) and a grand prize of $1,000. 

The messages are being delivered in Iris Mobile's rich media messaging (RMM) platform, which allows interactive content including extended text and Web links, videos, images and coupons to be viewed seamlessly on virtually any mobile device, according to Iris.