How do you get college students excited about hummus?
Answer: Make it about the party!
Yes I actually tried it.
And yes, it actually tastes good.
But you know what makes it taste even better?
The look on your vegan friends face when you show up with a veggie party tray.
Priceless.
Sabra Roasted Pine Nut Hummus is not your average party dish.
It's exotic, interesting, delicious and healthy.
The perfect side to bring to any party or gathering.
Seriously, try it.
"Nah, dude. I'm sure it's fine! I'll just bring pretzels or something!"
Brock could never understand why he was taken off the invite list.
But we know...
Oh, boy do we know.
As the Creative Copywriter for this campaign I crafted print ads around the tagline:
"Bring the party." Each ad is centered around a party guest who is admired and welcomed by their friends for bringing Sabra Roasted Pine Nut Hummus. The serving suggestion demonstrates the versatile and healthy nature of the product while also presenting it as an exciting and refreshing relief from your average party sides. (Like pretzels)
Oh, you thought "bring the party" was just a clever slogan?
Nope.
We mean it.
Literally.
The Sabra Party truck is a food truck that travels the country and posts hints about it's next location on its own twitter account. When followers on twitter use the #bringtheparty to describe their party or gathering they have a chance to be selected and visited by the Sabra Party Truck which includes hummus trays, drinks, speakers and a DJ to upgrade any party to the next level. The Sabra Party Truck twitter account will contact the selected party host directly and verify their location and time of the party.
Outdoor campaign:
Each outdoor board will be strategically placed 1 mile apart. Together they tell a story with a surprise at the end. Sabra Roasted Pine Nut Hummus is the secret ingredient to a perfect party!
Pretty nifty right?
T.V. Script:
This T.V. spot seamlessly weaves the "Bring the party." Strategy into a creative and entertaining short-story. Like any good T.V. spot there is a surprise. No party is complete without Sabra Roasted Pine Nut Hummus! It brings excitement and fun to what might otherwise be dull and boring. (Pretzels for example)
Social Media:
Social media ads will focus on serving suggestions and food pairings with the question asking viewers to show us "How do you party?" It will be trackable and cohesive with the #BringTheParty.
