“Days since the last airport ranch incident: 0,” wrote the Transportation Security Administration (TSA) on Threads and Instagram after numerous World Cup fans from around the globe fell in love with one of America’s favorite condiments.This year, there are 78 World Cup matches being held across 11 cities in the United States — kilt-clad Scottish fans draining Boston of all its beer has already become an iconic moment in soccer fandom history.On social media, international fans are also going viral for trying ranch dressing for the first time—and trying to take oversized bottles through airport security, which prohibits liquids over 3.4 ounces in carry-on bags. In response to this newfound condiment fanaticism and potential airport security threat, Kraft created the perfect solution: “Kraft TSA Compliant Ranch.”View this post on InstagramA post shared by KRAFT Sauces (@kraftsauces)The brand wrote on Instagram that the kit, which includes individual packets that equal a full bottle of ranch, is “a travel-friendly way to bring the taste of America home.”Although the image posted was partially made with the use of artificial intelligence, the brand notes that more details on the real product will be coming soon.As a leader in the condiment space, Kraft aimed to equip fans with a TSA-friendly quart-sized bag and even a ranch-bottle-inspired luggage tag so that they could safely and loudly enjoy the condiment anytime, anywhere. “Our Classic Ranch Dressing packets and bottles are beloved by fans throughout the U.S., and we wanted to make sure ranch lovers can enjoy the condiment no matter where in the world they’re located,” said Jen Slack, senior brand manager at Kraft Heinz.Slack also noted that although Kraft was comfortable in engaging with a social media trend centered around condiments, the brand had to work efficiently to platform their voice before the trend hit its peak. “This idea went from inception to announcement over the course of just 24 hours,” she said. “We’ve already seen hundreds of engagements across our social posts – including from the TSA themselves – and generated widespread earned media coverage across beats in a matter of days.”The idea, production and earned media for the campaign was created by Zeno Group. The Kitchen is handling social media for the campaign; and Nectar is handling paid media.“Once we identified that ranch was trending on social media among international consumers, we sought out to introduce Kraft Ranch to them in a way that feels relevant and authentic to the current social conversation,” explained Slack.Kraft announced the product through social posts on Instagram and TikTok, and both Kraft and TSA social posts continue to attract engagement as fans debate their condiment preferences and loyalty to the brand. The brand will continue to follow up about the kit on social media platforms when it is available for purchase.