Dive Brief:
- Hummus maker Sabra Dipping Company launched an advertising campaign called "Feel Good Food" focused on a jingle comprised of actual consumer feedback, including the refrain, "I just had Sabra hummus and now I feel good," per a news release.
- The campaign features 15- and 30-second TV spots, along with print and digital components. The spots take a light-hearted approach and feature Sabra fans singing about the brand's benefits as an "accessible food in idealistic everyday settings," the release said.
- Sabra is taking a fully integrated approach to the campaign and will support it with social media and experiential activations to deliver its message across platforms.
Dive Insight:
Consumers want to feel like their voices are being heard by their favorite brands, and Sabra's new campaign centered on a jingle with lyrics derived from real customer feedback might meet those needs. Jingles have in recent years fallen out of favor with advertisers who prefer licensed pop songs, per The Atlantic, but Sabra is supporting its effort beyond the tractional TV spot with more trendy elements like social media integrations, extra-short digital video ads and even experiential marketing.
If Sabra's light-hearted jingle can worm its way into consumers' brains, it will help the brand stay competitive in a growing product category, with hummus having a household penetration of roughly 30% in the U.S., according to data included in the news release. Millennials and Gen Z shoppers — both increasingly key consumer segments — tend to be more health-conscious than older generations when it comes to their food choices as well.
Showing that customer feedback matters is something more marketers are doing to create an emotional connection. Automaker Lexus last week unveiled a "Letters" campaign around a 16-foot, 3-D art installation comprised of 2,000 pieces of origami made from thank-you notes sent to Lexus dealerships. The car brand also created a 60-second video featuring real customers reading their letters.
