Sabra Hummus Launches New Ad Campaign

Sabra’s new marketing campaign places Sabra Hummus in the snack time spotlight, romancing the creamy chickpea-based dip as the perfect match for every salty, crunchy, craveable snack there is. A series of new spots employ a unique stop-motion animation and CGI-created expressions to playfully personify amorous snack staples like pretzels, chips and carrots hitting on hummus, because “together, we make the perfect snack.”

Debuting in time for International Hummus Day on Saturday, May 13, ‘The Snack Your Snacks Would Snack On’ campaign features a memorable mouthful of a 13-word tagline and will run across OTT, CTV, social and digital, as well as retail media. The creative represents an evolution for Sabra, which recently rolled out a brand refresh with updated logo and packaging. The fresh approach showcases hummus as the ideal every day, anytime snack hack, in addition to special occasion and event dip where hummus already has a prime place at the table.

“People love snacks but there is sometimes an inner struggle when it comes to what we reach for between meals,” said Lauren Fuller, Director of Brand Communication for Sabra. “We want craveable snacks to be better-for-us and better-for-us snacks to be craveable. This campaign celebrates the fact that hummus quickly takes any snack from simple to satisfying, making Sabra every snack’s better half.”

Sabra’s ‘The Snack Your Snacks Would Snack On’ campaign features a variety of Sabra hummus including 10oz tubs, Sabra Snackers with Pretzels and Sabra 2oz Singles, which are great for on-the-go snacking, each with familiar favorites and in popular snack settings. The national campaign was created in collaboration with the creative agency Opinionated.