Sabra Fan Jeffrey Tambor Can’t Seem to Get Enough of Hummus and Football in Pre-Super Bowl XLVII National TV Advertising Campaign

Series of New Sabra Spots Highlights Game Day Dipping for Sabra: Official Dip Sponsor of the NFL

/ PRNewswire / — Sabra® Dipping Company (, makers of the country’s best-selling hummus and a wide variety of fresh dips and spreads, is kicking off the new year by inviting Americans to include hummus in their daily dipping activities - from casual weekday snacking to game-day dunking.  While hummus has gained incredible popularity over the past decade, leading the country’s fastest growing dip category, there are still many Americans who have yet to taste it. Sabra’s new campaign, starring a hummus-obsessed Jeffrey Tambor, aims to introduce the delicious, unpretentious dip to future fans. The first ad in the national television campaign will debut in January to coincide with Super Bowl XLVIII, as Sabra continues its role as the Official Dips Sponsor of the NFL
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“The possibilities for enjoying hummus are almost limitless,” said Greg Greene, Marketing Director for Sabra Dipping Co.  “From morning to evening, baby carrots to buffalo wings, the versatility of hummus rivals any American fridge staple. The new campaign aims to showcase just a few of those many opportunities for those new to hummus as well as existing fans who are ready to take their hummus enjoyment to the next level. Hummus is fast becoming the dip of choice for relaxed, anytime snacking.”

The ads feature Jeffrey Tambor as the slightly Sabra-obsessed central character in a series of episodic sitcom-style TV and online ads, as well as in other online content. In one "episode," Jeffrey joins his friends for a Super Bowl-style party, thrilled to discover his snack obsession will be met with a table generously appointed with Sabra hummus and other tasty snacks.  In another, he joins his wife and her friend in a hilariously awkward discussion about party dresses, for the sole purpose of helping himself to their Sabra hummus. The campaign was developed by Sabra’s advertising agency of record, strawberryfrog. Ant White, creative director strawberryfrog, "When people try Sabra they love it. They can't get enough of the stuff. So, we created a character that represents all these people. Jeffrey is our biggest fan and he'll do just about anything to get Sabra. It made it easier that Jeffrey Tambor (the person, not the actor) happened to already be a big fan."

With hummus being the top growing spread in Super Bowl week sales, the new spots are designed to showcase the variety and versatility of Sabra hummus, and serve as a reminder to enjoy hummus on more foods and at more occasions.  Each spot ends with an invitation to “Dip Life to the Fullest.”

About Sabra Dipping Company, LLC
Sabra Dipping Company, LLC 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, including salsa, guacamole, and Greek yogurt vegetable dip, can be found nationwide in club stores, supermarkets, specialty retailers and through food service. Sabra operates a silver LEED certified factory in Virginia, and has received an A-Classification from the British Retail Consortium (BRC) audit board for food safety for its California Salsa plant every year since 2011. Find Sabra at, and @Sabra on twitter.

Sabra Dipping Company was formed as a U.S./Canadian joint venture between Strauss Group and PepsiCo. The Sabra joint venture draws on both Frito-Lay, a division of PepsiCo, and Strauss Group’s expertise to continue building this growing business.