Does Hummus Really Even Need To Advertise?

June 7th, 2010

Apparently there are people out there for whom hummus is uncharted food territory. PepsiCo is targeting those people. You’ve been warned.

Sabra, maker of popular hummus and other pre-packaged dips and spreads, is one of several food companies that plan to spend significantly more money than usual on advertising this year.
In leaner economic times, marketing for affordable products like food tends to overshadow ads for flashy cars and other symbols of conspicuous consumption.
Sabra intends to entice “adventurous eaters” who haven’t tried hummus yet with a media campaign including television, print, online, and in-store advertising.

The Sabra Dipping Company is owned by PepsiCo
Sabra fits into PepsiCo’s “good for you portfolio,” which is responsible for $10 billion (or about 23%) of PepsiCo’s $43.2 billion in revenue last year
Sabra Dipping spent $3.3 million on advertising last year; this year it will spend “significantly more” than that

“We use the term ‘epicurious’ to describe the target audience.” – Chip Walker, Partner and Head of Planning at StrawberryFrog New York