SABRA’S NEW CAMPAIGN CELEBRATES THE PRE-DINNER SNACK-COINING THE ‘UNOFFICIAL MEAL’
National Broadcast and Digital Campaign Invites Consumers to Snack Mindfully and Create Opportunities to Connect With Others
PR Newswire, White Plains, NEW YORK (April 18, 2016)
Sabra Dipping Company, maker of America’s best-selling hummus, has launched the most significant campaign in U.S. hummus history and along with it… a more mindful pre-dinner meal occasion for the American consumer. A national broadcast and digital campaign introduces the ‘Unofficial Meal,’ inviting consumers to foster a pre-dinner ritual that revolves around fresh, real food and human connections.
“We are on a mission to inspire consumers to start a tradition around the kitchen counter, creating a daily ritual of enjoying fresh food together,” said Eugenio Perrier, Sabra’s chief marketing officer. “Eating wholesome food should be easy as should finding fresh ways to create connections, embrace those you care about and enjoy a relaxed moment together. It is this sentiment we seek to bring to life through the Unofficial Meal.”
The campaign titled “Sabra. Welcome to the Unofficial Meal” debuts April 18th with 15 and 30 second spots that depict the Unofficial Meal as family and friends finally unwind, gather and graze after a long day. Fresh dips and vegetables are laid out on the countertop and it is clear that for this moment, it is perfectly fine to help yourself, open up, share a laugh and leave behind formalities. The creative includes filmed footage, animation and a charismatic voice to convey the enjoyment of this occasion. Fully integrated digital, PR, social and experiential activations will help deliver campaign messaging across platforms.
“We spend a great deal of time talking with consumers and have learned that Sabra is often the catalyst for bringing people together,” said Eric Greifenberger, director of marketing for Sabra. “Through this campaign, we celebrate the fact that while it can be tough to find time together, many of us have welcomed a wonderful way of connecting by sharing a relaxed pre-dinner snack. These casual get-togethers not only feature fresh foods but foster genuine open conversation.”
.@Sabra Introduces the #UnofficialMeal Tweet
According to a recent survey conducted by Wakefield Research on behalf of Sabra, 78% of Americans frequently have a snack or mini meal before dinner and more than half share it with friends or family. Further, 91% of respondents agree that the best conversations happen over informal meals.
“I’m thrilled to see Sabra highlighting the Unofficial Meal moment,” says Rebecca Scritchfield, Registered Dietitian Nutritionist and Host of Body Kindness podcast. Research suggests that eating mindlessly while on-the-go can result in overeating later on. However, numerous studies show when mealtime is a social event, mental and physical health improves. Rebecca's solution? “Take a break from your busy day to enjoy eating. Open something fresh, tell yourself it's time to refuel and if you can, share the moment with someone you care about.”
“Sabra delivers better on this occasion than any other brand and we saw the pre-dinner moment as uniquely ownable for Sabra,” said Rich Weinstein, senior vice president group account director at the Martin Agency. “Throughout the campaign, Sabra is challenging the conventional way of eating. Not just what we eat but how we eat. We sought to convey the core message through a charismatic and genuine voice that reflects the personality of the brand. Sabra’s dips are at the center of the moment.”
The Unofficial Meal 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.
Sabra Dipping Company, LLC is the leader in the refrigerated dips and spreads category and producer of America’s top-selling hummus. Sabra is proud to offer a wide range of dips spreads including vegan, vegetarian, all natural and Non-GMO products. Sabra’s award-winning hummus, available in more than a dozen flavors, and salsa, guacamole and Greek yogurt vegetable dips can be found nationwide in club stores, supermarkets, specialty retailers and through food service. Sabra operates a silver LEED certified factory in Virginia.
Seymour Public Relations