Sabra

With stagnant year-over-year sales in an increasingly crowded dip category, Sabra needed to appeal beyond health-conscious foodies on the coasts. They saw their first-ever Super Bowl ad as an opportunity to prove to Americans that Sabra is the unexpected pairing perfect for any game day snack table. 

Our strategy identified 19 distinct audience segments, each representing diverse lifestyles, interests, and regions. This analysis helped us pinpoint talent and influencers who resonated with their target audience. We then shared unique ways to enjoy hummus, tailored to drive relevance within these key subcultures and communities.

From our Super Bowl shoot, we produced three additional teasers that generated 42 million organic views, 81 million impressions, and sparked significant conversation about Sabra long before the main spot aired. We developed a wealth of social content that launched before, during, and after the game to maximize engagement.

TVC, Organic & Paid Social Campaign