Small businesses take note—this is how the big companies do it. Here are 5 recent promotions that brands used to reflect values, connect with consumers, and create exclusive experiences.

1. Hidden Valley Ranch’s “Ranch On A Branch”

You’ve heard of Elf On A Shelf, but what about “Ranch On A Branch”? To kick off the holiday season, Hidden Valley Ranch debuted a now sold-out collectible box set. Inside, there’s a stuffed plushie Hidden Valley Ranch and an illustrated storybook depicting the main character’s dream: to become a real bottle of Hidden Valley Ranch. Those who purchase the collectible are asked to help “Ranchie” become a real bottle of Hidden Valley Ranch by moving them to a new spot each day. Inspired by this promo, Hidden Valley Ranch is donating $30,000 to Feeding America to provide 300,000 meals to people in need.

2. Pillsbury’s Interactive Holiday Sweater

In early November, Pillsbury released a limited-edition holiday sweater that sold out in less than three hours. This chunky blue sweater has a larger-than-life image of the Pillsbury Doughboy on the front, and when you press the Doughboy’s belly, his iconic laugh plays. On the left sleeve, there’s also a scannable Pillsbury crescent roll QR code for seasonal recipes, holiday playlists, baking tips and more. This sweater retailed for $75.

3. Philadelphia Cream Cheese Handbag

Inspired by the “Is it cake?” trend, Philadelphia cream cheese released a fashionable designer handbag made completely of cheesecake. The “Philly handbag” is a part of the growing dupe culture, combining a fashion staple with a delicious experience. Fans can purchase the Philly Handbag cheesecake kit for $19.10 on Amazon, complete with step-by-step instructions and materials needed to bake their own cheesecake creation. The handbag has a plush “quilted leather” fondant, silver encrusted chain and creamy interior. As part of its “Cheesecake is Everything” campaign, this handbag is meant to inspire creativity and reignite a love for this dessert.

4. Serena x DashPass Wrap Pack

DoorDash partnered with Serena Williams to create a free, one-of-a-kind gift-wrapping kit for DashPass members. For their second #DashPassDrop, the unique wrapping paper was inspired by Serena’s passions, interests and go-to gifts. To name a few, there’s a Yorkie, tacos, beer and a game controller. The wrapping paper reflects Serena’s fashion-loving and fun style with a high-end, satin finish. The luxe gift wrap bundle is complete with gift tags and bows for any gift. For every wrapping paper claimed, DoorDash will donate $10, up to $50,000, to the Yetunde Price Resource Center, which offers trauma-informed programs for individual and community-wide healing. YPRC honors the life and memory of Yetunde Price, Serena Williams’s oldest sister, who was tragically killed by gun violence in 2003.

5. Velveeta Foodie Call

In honor of late-night urges, Velveeta, a Kraft Heinz Company brand, wants fans to turn their booty calls into “foodie calls.” On November 18, Velveeta opened a “foodie call” hotline to deliver two late-night eats, like Deep-Delish Pizza Shells & Cheese and Please Me, Cheese Me Totchos, straight to their door for free. In New York, a city that never sleeps – and with a large single population, pleasure seekers could text “VEL, YOU UP?” to 855-VELVEET(A) in a group chat with their partner between 9 p.m. and 2:15 a.m. The brand wants consumers to live “La Dolce Velveeta” in every way. For those living outside the U.S., fans will receive a kit with a Velveeta Fresh Pack, two Velveeta Shells & Cheese single cups and a recipe book to make the Pizza Shells & Cheese and Totchos at home. This kit follows other promo stunts like a nail polish that smells like cheese.