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Sabra hummus taps customer feedback for new ‘Feel Good Food’ jingle

Dive Transient:

  • Hummus maker Sabra Dipping Corporate introduced an promoting marketing campaign referred to as “Really feel Excellent Meals” concerned with a jingle produced from exact client comments, together with the chorus, “I simply had Sabra hummus and now I believe just right,” consistent with a information free up. 
  • The marketing campaign options 15- and 30-second TV spots, together with print and virtual elements. The spots take a light-hearted manner and have Sabra fanatics making a song concerning the logo’s advantages as an “available meals in idealistic on a regular basis settings,” the discharge stated. 
  • Sabra is taking a completely built-in technique to the marketing campaign and can enhance it with social media and experiential activations to ship its message throughout platforms. 

Dive Perception:

Customers need to really feel like their voices are being heard through their favourite manufacturers, and Sabra’s new marketing campaign targeted on a jingle with lyrics derived from actual buyer comments would possibly meet the ones wishes. Jingles have lately fallen out of fashion with advertisers preferring authorized pop songs, consistent with The Atlantic, however Sabra is supporting its effort past the tractional TV spot with extra stylish components like social media integrations, extra-short virtual video commercials or even experiential advertising and marketing. 

If Sabra’s light-hearted jingle can computer virus its manner into customers’ brains, it’s going to lend a hand the emblem keep aggressive in a rising product class, with hummus having a family penetration of more or less 30% within the U.S., in step with information incorporated within the information free up. Millennials and Gen Z customers — each increasingly more key client segments — have a tendency to be extra health-conscious than older generations relating to their meals alternatives as neatly. 

Appearing that buyer comments issues is one thing extra entrepreneurs are doing to create an emotional connection. Automaker Lexus closing week unveiled a “Letters” marketing campaign round a 16-foot, 3D artwork set up produced from 2,000 items of origami produced from thank-you notes despatched to Lexus dealerships. The auto logo additionally created a 60-second video that includes actual shoppers studying their letters. 

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