ASTORIA, N.Y. — Sabra Dipping Company, the leading manufacturer of refrigerated flavored dips, is breaking through the mundane and inspiring millions of Americans to expand their food horizons. The integrated campaign will begin with TV advertising and a national promotion featuring individuals in need of a "taste intervention" allowing Americans to rescue those most deserving. The campaign and all integrated elements online and offline will launch by June 7th, 2010.
"It happens to the best of us! We've all fallen into a food rut from time to time," said Mina Penna for Sabra Dipping Company. "We sometimes need a little help expanding our culinary horizons and Sabra's new campaign shows how easy it is to do this while providing powerful experiences with our brand."
Advertising:
The national broadcast and digital campaign, developed by Sabra's agency of record, Strawberry Frog, will profile someone in need of a taste intervention, playfully asking Sabra fans everywhere for their help in identifying others who are stuck in a food rut. The 30 second TV spots and fun banner ads will push fans to Sabra.com, where nominations will be accepted until Aug 1st. The public will be able to vote; ultimately helping select a Grand Prize winner to embark on a 1 week journey to a Mediterranean cooking school to learn how to expand their culinary horizons. Other prizes will deliver taste intervention experiences straight to the home by way of a Sabra Chef and Taste Intervention party kits.
Experiential:
Sabra has kicked off a 19 market experiential tour called the Sabra Taste Adventure, with a first appearance in Richmond, VA, home of Sabra's new manufacturing facility. In its third year, the Sabra Taste Adventure is a 40 x 40 village where guests can experience Sabra and taste its famous hummus and enjoy Sabra recipes prepared by professional chefs. This will allow consumers to discover how to incorporate new flavor inspirations into their daily lives. Key tour elements include product sampling, a fresh toppings bar, and chef demonstrations all aimed at showcasing the authentic, delicious, fresh and healthy attributes of Sabra's products. Photo and video entries for the Sabra Taste Intervention will be accepted on site, and consumers will walk away with coupons, recipes and usage ideas.
Additionally this fall, Sabra will be hosting 1000 at home parties across the country, enhancing holiday entertaining with surprising recipes and providing people the opportunity to sample existing and new Sabra products.
"Our experiential campaign, both our Sabra Taste Adventure tour and at-home parties, will allow guests to have an intimate and authentic experience with us that can open the doors to new food exploration, and how Sabra can fit into their lifestyles," said Penna.
Interactive/PR:
Fans will be able to watch advertisements and find out more about the Sabra Taste Adventure online at Sabra's newly re-launched website (www.sabra.com). In other interactive elements, the company has unveiled a Facebook page (www.facebook.com/sabra) featuring "100 Hummus Inspirations" to help those in a food rut find dozens of ways of adding a little Sabra to their lives.
"100 Hummus Inspirations" demonstrates the unexpected versatility of one of Sabra's top selling product lines – hummus. From simple dip ideas to culinary delights, wine pairings, occasion suggestions and even celebrity submissions on how they eat hummus. The 100 Hummus Inspirations includes recipes developed by Sabra chef Colombe Jacobson as well as those contributed by consumers. Sabra fans can share their own ideas and select favorite recipes to print into a cookbook.
"Whether it is taking one small step to try something different, or being bold enough to explore surprising new horizons, Sabra hummus can offer a world of inspiration," continued Penna. "100 Hummus Inspirations immediately opens the doors to the possibilities. By having fun with this, Sabra gives you the confidence to expand your horizons and the freedom to experience Sabra in new ways every day."
The integrated campaign will reach millions of consumers through TV, website, online banners, publicity and social media elements.
About Sabra Dipping Company, LLC
Sabra Dipping Company, LLC, based in Richmond, Virginia, is a leader in the refrigerated dips and spreads category and producer of America's top-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, Ratatouille and Turkish Salad can be found nationwide in club stores, supermarkets, specialty retailers and through food service. Sabra is jointly owned by Strauss Ltd and PepsiCo (NYSE: PEP). Visit Sabra at www.sabra.com, on Twitter at www.twitter.com/sabra and on Facebook at www.facebook.com/sabra.
Source: Sabra Dipping Company, LLC