While Sabra is a much loved hummus brand, it is only loved by a small percentage of the U.S. population. Its foreign origin, diverse ingredients, and the way it looks, are all barriers to those unfamiliar with hummus.
We needed to drive sales and display leading up to July 4th. This posed several challenges as we looked to make Sabra a big part of America’s, most American, holiday.
We created the Four Course 4th, a national shopper activation program, that brought our shoppers inspiration for a full day of celebration. Featuring all of her July 4th favorites– appetizers, salad, main dishes and even desserts—with a Sabra twist.
First, we introduced an exciting partnership with Stacy’s Pita Chips.
Then, we began an integrated program to bring Sabra into our target’s consideration set. While she was still planning, we launched FourCourse4th.com, a dedicated website featuring a variety of flavorful recipes and unique, original, content featuring top food bloggers.
In-store, we rallied retailers with the promise of larger basket rings, since shoppers would need to purchase not only Sabra, but also Stacy’s, and all of the ingredients necessary for a full, four-course meal.
The number of in-store displays skyrocketed up 17%, helping to interrupt and inspire shoppers at point-of-purchase. And by the time the weekend was over, Sabra sales were up 18%.
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