Sabra Dipping Company made a splash in the area by investing $61 million in Chesterfield to build a new hummus factory in Chesterfield.
With its new facility in place the New York-based company, which is a joint venture between Frito-Lay and an Israeli food and beverage company, is ready to make a nationwide push for exposure.
According to a story in the New York Times that means ramping up its ad budget, embracing social media, going on a cross country tasting tour, and holding a contest.
From the article:
A campaign for Sabra that was tested in five regional markets last year “performed well, better than our expectations,” said Mina Penna, Sabra brand manager at Sabra Dipping in Astoria, Queens, so it is being expanded, beginning on Monday, into a national initiative.
The campaign will include television commercials, two Web sites, digital ads, a presence in social media like Facebook and Twitter, ads in stores, promotions and events like a chefs’ tour of 19 cities and house parties where guests can sample Sabra products.
The campaign is being created by the New York office of StrawberryFrog, which also creates ads for Stacy’s and True North. The premise of the humorous campaign, which carries the theme “Adventure awaits,” is that Sabra is just what a pallid palate craves.
The Sabra brand manager told the New York Times that they plan on significantly increasing last year’s ad spending of $3.3 million.
Sabra is also holding a contest called Sabra Taste Intervention that offers a first place trip to Turkey, with a second prize of a home dinner party prepared by the company’s in house chef. The premise is to nominate yourself or a friend who is stuck in a food rut, and needs more flavor in their life.
Sabra executives have said they plan on moving the company’s headquarters to Richmond from Queens, New York.
Sabra Dipping Company made a splash in the area by investing $61 million in Chesterfield to build a new hummus factory in Chesterfield.
With its new facility in place the New York-based company, which is a joint venture between Frito-Lay and an Israeli food and beverage company, is ready to make a nationwide push for exposure.
According to a story in the New York Times that means ramping up its ad budget, embracing social media, going on a cross country tasting tour, and holding a contest.
From the article:
A campaign for Sabra that was tested in five regional markets last year “performed well, better than our expectations,” said Mina Penna, Sabra brand manager at Sabra Dipping in Astoria, Queens, so it is being expanded, beginning on Monday, into a national initiative.
The campaign will include television commercials, two Web sites, digital ads, a presence in social media like Facebook and Twitter, ads in stores, promotions and events like a chefs’ tour of 19 cities and house parties where guests can sample Sabra products.
The campaign is being created by the New York office of StrawberryFrog, which also creates ads for Stacy’s and True North. The premise of the humorous campaign, which carries the theme “Adventure awaits,” is that Sabra is just what a pallid palate craves.
The Sabra brand manager told the New York Times that they plan on significantly increasing last year’s ad spending of $3.3 million.
Sabra is also holding a contest called Sabra Taste Intervention that offers a first place trip to Turkey, with a second prize of a home dinner party prepared by the company’s in house chef. The premise is to nominate yourself or a friend who is stuck in a food rut, and needs more flavor in their life.
Sabra executives have said they plan on moving the company’s headquarters to Richmond from Queens, New York.
Fantastic News! Great to see large corporations recognizing what this region has to offer. Trucking, rail and port access, attractive taxes, great weather and damn good people. Bring them on.