Sabra Launches the First Multi-Media Advertising Campaign for Hummus

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Creative Inspires Food Lovers to Experience the World Without Leaving Home

We hope to spark a movement through this campaign inspiring consumers to experience the world through the sounds, cultures and foods of the world right in their own homes

Sabra Dipping Company, http://www.sabra.com, announced its first national multi-media advertising campaign will break during the first week of March in major US cities. The campaign, which is timely as many consumers shift their eating habits back to the home, inspires food lovers everywhere to take a dip into the Mediterranean without leaving home.

"We hope to spark a movement through this campaign inspiring consumers to experience the world through the sounds, cultures and foods of the world right in their own homes," said Rodrigo Troni, CMO of Sabra Dipping Company. "Sabra is the top-selling hummus in America, ranking #1 among hummus in the refrigerated dips and spreads category for its smooth texture and delicious taste. Sabra's dips and spreads revolve around the true taste of the Mediterranean and bringing consumers on a journey. We all want to enjoy healthy foods and special moments, and Sabra helps us get there."

The campaign features Americans enjoying Mediterranean moments of relaxation before being brought back to reality. The creative acknowledges the clichés of traditional food advertising with a humorous approach while emphasizing the power of enjoying good food with friends and family.

"Modern food culture in America is all about discovering and sharing new tastes. It's all about the fact that Sabra is an authentic taste experience you can find in your grocer's deli section," said Kevin McKeon, ECD of StrawberryFrog, the agency behind the new campaign.

About Sabra Dipping Company, LLC
Sabra Dipping Company, LLC. of Astoria, New York, makes a wide and outstandingly delicious range of refrigerated Mediterranean dips and spreads. Using fresh herbs and spices, authentic Mediterranean recipes and healthy vegetables, the dips and spreads are richer, smoother and tastier. All of the products are beautifully presented, certified kosher and vegetarian and available across the nation. With over 50% growth in the past 52 weeks, Sabra is leading its category according to recent IRI reports. Sabra's rapid growth and category leadership sparked interest from food industry leaders PepsiCo and the Strauss Group, which own equal shares of the company in a joint venture. Visit http://www.sabra.com

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Stephanie Rogers
Sabra
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