TV and Radio Campaign Integrated with Social Media, Public Relations and National “Sabra Taste Adventure” Tour
White Plains, NY (July 1, 2011) Sabra Dipping Company, makers of the country’s best-selling hummus, is inviting Americans to explore the amazing world of flavors at the Sabra table. The new brand-focused campaign supports not only Sabra’s hummus but also the newly launched fresh, refrigerated Salsas, Greek Yogurt Vegetable dips and Guacamole. Sabra’s new advertising campaign began running in late June and will run through the end of the year.
“Consumers are seeking fresh, healthy, delicious and authentic foods – plus consumers are constantly looking for a little adventure by trying something new and different. Our expanding line of dips provide an easy way to discover and enjoy new flavors from around the world” said Ken Kunze, CMO for Sabra Dipping Company.
The national broadcast, radio and digital campaign was developed by Sabra’s advertising agency of record, StrawberryFrog. The spot encourages a cultural movement of exploration and discovery through food and in every package of Sabra. Set in small, authentic villages inspired by regions of the world, fresh spices and flavorful vegetables take center stage while the passion of the people sharing them brings to life the adventure of discovering new foods and fresh flavors. It begins with a woman ringing the dinner bell which results in her very own adventure by welcoming the world to her table. The 30-second spot will air in select broadcast markets and a 60-second version of the spot will be featured on Sabra’s website, blog and on Facebook. The tag for Sabra’s new campaign, Adventure Awaits, asks consumers to discover Sabra’s full range of new dips inspired by the flavors of the world.
Sabra debuts a radio campaign conjuring the flavors of the world through music. A collection of eclectic world music that is both rich and diverse provides listeners with an audio equivalent of a taste adventure. The spots include sounds as varied as Inuit throat singing, yodeling, Latin, Asian and Techno music.
The advertising campaign will be supported with experiential, interactive and public relations activities. Sabra’s 25- market Taste Adventure tour features an immersive food discovery experience with local chefs preparing Sabra-inspired meals and sharing samples of Sabra’s new line of products amidst the sights and sounds of the world. New to the tour this year, a fleet of roving gourmet food trucks is hitting the road and sampling Sabra products with fresh toppings. Other campaign elements will bring the Sabra experience to influencers, bloggers and consumers nationwide at conferences, at home and through interactive programs such as Sabra’s Ambassador Program on Facebook.com/sabra.
“Sabra’s direct to consumer experiential programs allow the concepts of the advertising campaign to reach people in a real and meaningful way by bringing the Sabra experience to life,” said Mina Penna, Senior Brand Manager for Sabra. “There is nothing as powerful as being among the first to discover something so fresh and delicious in an immersive environment. We love that programs like our Sabra Taste Adventure tour and at-home Sabra Taste Adventure parties will allow guests to have an intimate and authentic experience with us.”
About Sabra Dipping Company, LLC
Sabra Dipping Company is an American company, with offices and facilities in New York, California and Virginia. Sabra is a leading manufacturer of healthy, delicious dips and spreads and makers of America’s best-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 such as Babaganoush, Sautéed Mediterranean Vegetables and Turkish Salad can be found nationwide in club stores, supermarkets, specialty retailers and through food service. Sabra operates one of the countries only silver LEED certified factories in Chesterfield County, Virginia, and in 2011 received an A-Classification from the British Retail Consortium (BRC) audit board for food safety for its California plant. Visit Sabra at www.sabra.com, on Twitter at www.twitter.com/sabra and on Facebook at www.facebook.com/sabra.