Sabra Dipping Company, maker of America’s best-selling hummus, launched a new creative advertising campaign that tunefully expresses the ‘food joy’ of hummus lovers. The refrain of the campaign’s jingle is inspired by actual consumer feedback about the brand: “I just had Sabra hummus and now I feel good!”
“We live in a culture of food enthusiasm, and hummus lovers are particularly passionate about expressing their love for this plant-based dip,” said Sara Braca, marketing director for Sabra Dipping Company. “The campaign celebrates the feelings hummus fans articulate about why they love our brand. For some it’s about sharing something better for you, for others it’s about staying satisfied during a busy day, but for everyone it comes down to the joy of not having to compromise – the ability to savour fantastic flavour and feel great about your choice. We heard our Sabra fans, and we are proud that this campaign voices the sentiments they share with us via social media, in store and at home.”
The national broadcast, print and digital campaign, called Feel Good Food, debuts March 12th with :15 and :30 spots portraying Sabra fans so pleased to be enjoying Sabra hummus that they are compelled to sing its praises and then hold it close to their heart.
The campaign was created in partnership with Sabra’s creative agency of record, The Martin Agency, based in Richmond, VA, home to Sabra’s hummus manufacturing facility and Center of Excellence.
The lighthearted and charming tone portrays this very real, accessible food in idealistic everyday settings, illustrating the various benefits of enjoying Sabra. Feel Good Food spotlights the notion that Sabra fans don’t settle. They appreciate a great food experience while feeling fantastic about what they are eating or sharing with those they care about – friends, guests, family. Fully integrated print, digital, PR, social and experiential activations will deliver campaign messaging across platforms. The takeaway? If you eat Sabra, you know you will feel good.
“Sabra is known for inspiring a fresh way of eating flavourful, feel good food,” said David Muhlenfeld, VP, Creative Director for The Martin Agency. “Feel good food is food that doesn’t compromise. It tastes better and is better for you. This is no small feat for food in a world where we don’t always get to enjoy something that tastes fantastic without feeling bad about it. So of course, it only made sense to sing about it.”
The campaign aims to evoke spontaneity, wittiness and accessibility. Across a variety of consumer groups, hummus lovers attest that Sabra tastes great and feels indulgent while still delivering a better-for-you experience. That consumer sentiment allows Sabra to expand the creative concept to multiple platforms spanning wholesomeness, kid-friendliness and convenience.
“With flavourful ingredients and crave-worthy options like Roasted Red Pepper and Olive Tapenade, Sabra hummus makes consumers feel so good, they can’t help but spread their love for it through song,” continued Braca.
Enthusiasm for hummus in the United States continues to swell, yet with household penetration in the United States hovering around 30%, there is ample growth potential for the category and for Sabra as category leader.
Source: The Martin Agency