Home > News and Features > Packaged Goods


Sabra Hummus Breaks National Campaign

March 3, 2009

-By Todd Wasserman


Sabra, a hummus brand partially owned by Frito-Lay, is launching its first national ad campaign this month, an effort that beckons consumers to enjoy a taste of the Mediterranean without leaving home.

The TV, print and online campaign is also the first from New York agency StrawberryFrog. The campaign aims to acknowledge the clichés of traditional food advertising but subvert them by taking an unexpected direction.

A TV ad, for instance, shows a middle-aged couple sampling the hummus along with some wine as they observe a sunset. "It's like our own Mediterranean vacation," says the father. A second later, an object comes crashing through a window behind them and it is made clear that they are at home and their teenage son is throwing a party. "I thought you said your parents were in the Mediterranean," one partygoer then mutters under his breath to the boy.

With growth of more than 50 percent last year, the Astoria, New York-based brand, which is also co-owned by the Strauss Group, hopes to ride the eat-at-home trend and a movement by U.S. consumers towards more exotic foods. "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 Co., in a written statement.

Frito-Lay, a unit of PepsiCo, formed a joint venture with the Strauss Group in 2007, as Frito-Lay attempted to expand its portfolio of healthier snack foods. Hummus is said to use "healthier oils" than most snacks and contains no trans fats.


Sabra Hummus Breaks National Campaign

March 3, 2009

-By Todd Wasserman


Sabra, a hummus brand partially owned by Frito-Lay, is launching its first national ad campaign this month, an effort that beckons consumers to enjoy a taste of the Mediterranean without leaving home.

The TV, print and online campaign is also the first from New York agency StrawberryFrog. The campaign aims to acknowledge the clichés of traditional food advertising but subvert them by taking an unexpected direction.

A TV ad, for instance, shows a middle-aged couple sampling the hummus along with some wine as they observe a sunset. "It's like our own Mediterranean vacation," says the father. A second later, an object comes crashing through a window behind them and it is made clear that they are at home and their teenage son is throwing a party. "I thought you said your parents were in the Mediterranean," one partygoer then mutters under his breath to the boy.

With growth of more than 50 percent last year, the Astoria, New York-based brand, which is also co-owned by the Strauss Group, hopes to ride the eat-at-home trend and a movement by U.S. consumers towards more exotic foods. "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 Co., in a written statement.

Frito-Lay, a unit of PepsiCo, formed a joint venture with the Strauss Group in 2007, as Frito-Lay attempted to expand its portfolio of healthier snack foods. Hummus is said to use "healthier oils" than most snacks and contains no trans fats.
 


Post a Comment
Asterisk (*) is a required field.

*Username:  
*Rate This Article: (1=Bad, 5=Perfect)

*Comment:
 



ADVERTISEMENT




Reading a Branding and Marketing News Magazine, such as Brandweek, is important for those who work in the branding business. The content provided by Brandweek will allow readers to gain a solid understanding of how effective branding affects industry trends and much more. With a print subscription to Brandweek, you will receive all of the tips you need to stay on top of trends in brand development and more tools for more effective brand marketing strategies. Our exclusive Superbrands list details the largest media spenders, best brand strategies of the year and highlights those companies that optimized brand loyalty among consumers. Brandweek also honors the Marketer of the Year in our highly-anticipated special report.To help put things into perspective we encourage professionals developing brands, corporate branding strategies, and retail marketing strategies to post commentary and opinions on our news and feature editorials as well as our blog. Brandweek is proud to announce its Mobile service, for the branding and marketing professional on the go. Use your cell phone, PDA or Blackberry to gain instant access to the latest brand marketing news, trends and data in the industry. We know incorporating brand industry news into your everyday life is a must for industry professionals to stay innovative - so we make it possible to read Brandweek online, in print or on the go!