Sabra Celebrates Pre-Dinner "Unofficial Meal" Snacks in New CampaignSabra Celebrates Pre-Dinner "Unofficial Meal" Snacks in New Campaign

Sabra Dipping Company has launched a campaign in U.S. that focuses on a more mindful pre-dinner meal occasion for the American consumer. A national broadcast and digital campaign introduces the "Unofficial Meal," inviting consumers to foster a pre-dinner ritual that revolves around fresh, real food and human connections, say company officials.

“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,” says Eugenio Perrier, Sabra’s chief marketing officer. “Eating wholesome food should be easy as should finding fresh ways to create connections, embrace those you care about and enjoy a relaxed moment together. It is this sentiment we seek to bring to life through the Unofficial Meal.”

The campaign titled “Sabra. Welcome to the Unofficial Meal” debuted April 18 with 15- and 30-second spots that depict the Unofficial Meal as family and friends finally unwind, gather and graze after a long day. Fresh dips and vegetables are laid out on the countertop and it is clear that for this moment, it is perfectly fine to help yourself, open up, share a laugh and leave behind formalities. The creative includes filmed footage, animation and a charismatic voice to convey the enjoyment of this occasion. Fully integrated digital, PR, social and experiential activations will help deliver campaign messaging across platforms.

“We spend a great deal of time talking with consumers and have learned that Sabra is often the catalyst for bringing people together,” says Eric Greifenberger, director of marketing for 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.”

According to a recent survey conducted by Wakefield Research on behalf of Sabra, 78 percent of Americans frequently have a snack or mini meal before dinner, and more than half share it with friends or family. Further, 91 percent of respondents agree that the best conversations happen over informal meals.

“Sabra delivers better on this occasion than any other brand and we saw the pre-dinner moment as uniquely ownable for Sabra,” says Rich Weinstein, senior vice president group account director at the Martin Agency. “Throughout the campaign, Sabra is challenging the conventional way of eating. Not just what we eat but how we eat. We sought to convey the core message through a charismatic and genuine voice that reflects the personality of the brand. Sabra’s dips are at the center of the moment.”

The Unofficial Meal campaign was created in partnership with Sabra’s creative agency of record, The Martin Agency, based in Richmond, Va., home to Sabra’s hummus manufacturing facility and center of excellence.