Why Sabra made up our minds to focal level on the protein advantages of hummus in its contemporary advert approach
October 7, 2021 by Kristina Monllos
Over the previous one year, hummus-maker Sabra has retooled its advertising formulation.
As a replace of searching for to introduce folk to the product or pressure general ticket awareness with its adverts, the firm aimed to internet higher take intent, specifically of its Sabra Snackers product, by pitching it as a supply of protein. Employing that approach elevated the firm’s add to cart rate (ATC) by 86% for its classic Snackers between March 15th and April 30th of this one year, per the firm’s data.
“We realized we didn’t bear an awareness tell,” acknowledged Jason Levine, CMO of Sabra. “Consciousness of Sabra became as soon as the truth is solid. Of us be taught about hummus and perceive the logo. What we had became as soon as a take intent and conversion different. We had to alternate the model we were advertising to better perceive what our messaging desires to be, what the boom desires to be and the plot in which we grow our category through decrease funnel activation.”
The firm’s in-residence agency labored with e-commerce platform MikMak to lumber A/B messaging tests to determine the real formulation — touting convenience, taste or protein — that will perchance per chance well internet higher its ATC rate. “We build utterly different pieces of boom into the market and patrons were giving us the solution through ATC rates,” acknowledged Levine. “The fuel/protein message had double the add to cart rates.” He did no longer provide real figures.
At the identical time, the firm also tweaked its media mix and moved some client advertising bucks (in phase beforehand former for in-retailer partnerships) to extra carefully toughen retail media which is now the “#1 media funding” for the hummus maker.
“The return on funding has been better for us,” acknowledged Levine, of increasing the retail media half of the advertising mix. “It has been bettering take intent and conversion.”
Historically, Sabra would divide its media mix between old media and client advertising. It’s unclear what proportion of its media mix is now dedicated to retail media exactly as Sabra did no longer internet away those figures or give percentages as adversarial to to specify that it’s the high media funding now. Sabra spent $5.5 million on media in 2020, per Kantar’s data.
Fascinating some distance flung from general ticket awareness messaging to a protein and well being message is good to ticket guide and co-founding father of Metaforce Allen Adamson. “The tell with hummus is that it’s no longer an on a common basis consumption merchandise [for many Americans],” acknowledged Adamson. “They’ve got to internet folk to exhaust it on extra occasions and the usage of retail media to switch from a most incessantly take to a fashioned take is a clear belief.”
Going forward, Sabra plans to proceed to speculate in retail media and exhaust its in-residence agency, a producing studio which includes half a dozen employees and added to the firm’s advertising group quickly sooner than COVID, to internet so.