The Sabra Dipping Company launches US ad campaign developed by Strawberry Frog
The Sabra Dipping Company recently launched a new US-wide campaign, developed by Strawberry Frog, for its leading brand of hummus.
The campaign aimed to highlight the "variety, etiquette and versatility" of Sabra Hummus with a 30 and 15 second TV spot. It has been supported by a fully integrated marketing campaign including broadcast and digital, a national sampling tour, celebrity and influencer seeding activities, and social media initiatives.
"Americans are still new to hummus and we wanted to have a little fun with that. The result is series of tongue and cheek, helpful how-to films on how to enjoy the brand", says Kevin McKeon, chief creative officer of StrawberryFrog.
"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 favourites into this tasty spread." said Ken Kunze, CMO for Sabra Dipping Company.
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