CHALLENGE
Hummus is a billion dollar category. We were tasked to design and launch the third player in the category and grow it radically, surpassing the market leaders and growing the category.
SOLUTION
While the leading brands focused on “foodies,” we empowered the 92% of Americans who eat spray cheese and order Chinese food every night. We ignited these consumers with a food intervention, and the “Dip Life to the Fullest” movement.
RESULTS
We launched Sabra against major brands: Tribe (30% share) and Kraft Athenos (30% share). After one year, we dwarfed them.
400M
Growth in annual sales
65%
Command in US hummus market, displacing Kraft and Nestle
+80%
Increase in category year on year growth