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Sabra Debuts New 'Unofficial Meal' Campaign

Sabra Debuts New 'Unofficial Meal' Campaign

Monday, April 18th, 2016

This week, Sabra Dipping Company launched a new ad campaign it’s calling "Sabra. Welcome to the Unofficial Meal." Sabra said the marketing effort invites consumers to develop deeper bonds with friends and family over a fresh pre-dinner snack. 

Eugenio Perrier, Chief Marketing Officer, Sabra

“We are on a mission to inspire consumers to start a tradition around the kitchen counter, creating a daily ritual of enjoying fresh food together,” said Eugenio Perrier, Sabra’s Chief Marketing Officer, in a press release.

The campaign debuts with 15- and 30-second spots that depict the Unofficial Meal as family and friends gather, unwind, and casually snack after a long day. The creative includes filmed footage, animations, and a charismatic voice to convey the enjoyment of informal meals. 

Eric Greifenberger, Director of Marketing, Sabra“Through this campaign, we celebrate the fact that while it can be tough to find time together, many of us have welcomed a wonderful way of connecting by sharing a relaxed pre-dinner snack. These casual get-togethers not only feature fresh foods but foster genuine open conversation,” said Eric Greifenberger, Director of Marketing for Sabra.

‘The Unofficial Meal’ comes out after a recent survey conducted by Wakefield Research on behalf of Sabra that found:

  • 78 percent of Americans frequently have a snack or mini meal before dinner,  
  • Nearly 50 percent of those who have a snack or mini meal before dinner share it with friends and family 
  • 91 percent agreed that the best conversations happen over informal meals.

The Unofficial Meal campaign was created in partnership with Sabra’s creative agency of record, The Martin Agency. “Throughout the campaign, Sabra is challenging the conventional way of eating. Not just what we eat but how we eat,” said Rich Weinstein, Senior VP Group Account Director for The Martin Agency. “We sought to convey the core message through a charismatic and genuine voice that reflects the personality of the brand.”

Sabra the Unofficial Meal

You can check out Sabra’s latest ad campaign above, and for all the newest campaigns in the business, keep reading DeliMarketNews.