With less than 15% household penetration, we had to get America’s attention on the biggest night in snacking. But we knew the usual tropes of puppies, big celebs, and over the top music numbers weren’t going to get the attention Sabra needed on Super Bowl Sunday.

So instead of snagging one celeb, we partnered with 17, and instead of going vanilla, we went niche. With everyone from Rick Flair to Meg Thee Stallion, we made sure that every possible demographic of potential hummus lover saw someone they loved in the Super Bowl spot and simultaneously made Sabra the must-have snack for every occasion with an 11% YOY sales lift.

2.4 Billion Impressions.

Featured In: New York Times, USA Today, Forbes, Washington Post, NBC
News, Bravo, E! News
Associate Creative Directors: Mike Danko and Courtney Hechler
Director: Crobin Leo