• 21-MAR-2013

  • SOURCE: Sabra

Sabra Launches First National Television Advertising Campaign, A Show-and-Tell Highlighting the Variety and Versatility of Hummus

Sabra Advertising Campaign
White Plains, NY (March 14, 2013)- Sabra Dipping Company, makers of the country's best-selling hummus and a range of fresh dips and spreads, wants to help Americans "Dip Life to the Fullest" by inviting everyone to enjoy what has become the country's fastest growing dip category. With the knowledge that many Americans are still new to hummus, Sabra's campaign delivers tongue and cheek, helpful how-tos. The first national television campaign for Sabra will debut on February 28, along with a fully integrated marketing campaign including broadcast and digital, a national sampling tour, celebrity and influencer seeding activities, public relations and social media initiatives. Hummus also earns its place in front of the sports TV crowd this year, as Sabra has been designated the Official Dips Sponsor of the NFL.

"Hummus is enjoying incredible growth as more consumers discover this versatile dip. At the same time, this is still a product new to many and those just discovering hummus may not fully appreciate the possibilities. The 'Dip Life to the Fullest' campaign aims to demystify hummus in a lighthearted way and encourage viewers to dip all of their favorites into this tasty spread! The visual show-and-tell puts six delicious varieties of Sabra hummus center stage with mouth-watering favorites like fresh baby carrots and crunchy chips to the more unexpected, like chicken nuggets and buffalo wings." said Ken Kunze, CMO for Sabra Dipping Company.

Jeffrey Tambor lends his iconic voice to the spot, which was directed by Jarred Hess, of Napoleon Dynamite fame. The spots are designed to showcase the variety and versatility of sabra hummus, and serve as a reminder to enjoy hummus on more foods and for more occasions. Each spot ends with a call to action, inviting viewers to "Dip Life to the Fullest." The campaign was developed by Sabra's advertising agency of record, strawberryfrog. Adam Alshin, creative director stated, "We went out and spoke to people across the country and learned that there are a lot of people who don't know the many ways hummus can be enjoyed. We decided to create a visual guide to hummus. At the end of the day, Sabra is a really great party dip, so we wanted to give people that feeling of relaxed, delicious, unpretentious fun."

The advertising campaign will be supported with digital, experiential and public relations activities. Digital and social media content will remain a dynamic focus for the brand, which has built an engaged online community. Streaming videos, targeted blogger initiatives, original recipes, practical usage tips and online promotions will help bring the Dip Life experience to life for this broad fan base. During the second half of the year, Sabra's designation as Official Dips Sponsor of the NFL will come into play for consumers through exciting contest activations.

The Sabra experience will also be delivered in person through consumer events, celebrity seeding and via Sabra's 27-market "Dip Life to the Fullest Tour." The tour will make stops at high traffic event such as Sundance Film Festival & Taste of Chicago as well as visit markets less familiar with Sabra. Samples, games and giveaways associated are all designed to let consumers learn about Sabra hummus in a fun and engaging way.

"Sabra's national sampling and direct to consumer interaction programs have been an integral part of introducing Sabra to America since we launched. We know that when people try Sabra, they love it. So we value the opportunity not only to raise awareness with brand building campaigns, but also to hit the road, interact with consumers, and dip with them. To coincide with our first National TV campaign, this year we look forward to spending more time in markets that have less familiarity, bringing our 'guide to dipping' message right to the consumers who need it most," said Greg Greene, Marketing Director for Sabra Dipping Co.

About Sabra Dipping Company, LLC
Sabra Dipping Company, LLC is a leader in the refrigerated dips and spreads category and producer of America's top-selling hummus. Sabra's award-winning hummus, available in more than a dozen flavors, and a wide range of authentic, healthy and vegetarian dips and spreads can be found nationwide in club stores, supermarkets, specialty retailers and through food service. Sabra operates a silver LEED certified factory in Virginia, and in 2011 received an A-Classification from the British Retail Consortium (BRC) audit board for food safety for its California plant. Find Sabra at www.sabra.com, www.facebook.com/sabra and @Sabra on twitter.


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