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.

Facts & Figures

• 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

Best Quote

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