Sabra Dipping Company's first advertising campaign for Sabra Salsa is a campaign featuring farmers singing REO Speedwagon's "I'm Gonna Keep On Loving You" to vine-ripening tomatoes. For the food industry which tends to rely on rather traditional advertising, this fresh campaign stands out not only for originality but the right attitude and memorable fun, something you tend to connect with eating salsa in summer.
“The commercials are a fun take on nurturing growing tomatoes for a delicious product that is filled with love,” said Eric Greifenberger, Director of Marketing, Sabra. “From our ripe red tomatoes to our crisp onions and peppers, our farmers and chefs are meticulous in their care and selection of vegetables for a fresher-tasting salsa. Believe it or not, research has shown singing to plants makes them grow better. We certainly don’t see any harm in that.”
Developed with its creative agency StrawberryFrog NY, which has been Sabra's agency since the brand broke into the US five years ago, Sabra's "Made With Love" campaign supports eight new salsa recipes. It’s also designed to promote Sabra's preference to use only hand-picked vine-ripened tomatoes.
StrawberryFrog's Creative Director, Ant White said: "Sabra goes over and above to create a better tasting salsa. The agency team and I were inspired by the passion Sabra has for their salsa. Known as the brand behind America’s favorite hummus, we wanted to help Sabra share its salsa story in an engaging way. Getting farmers to sing REO Speedwagon’s I’m Gonna Keep on Loving You is just the beginning.”
The integrated campaign appears in the Northeast and includes ads on Hulu and other video-hosting sites as well as radio ads, banner ads, and in-store activities.
There's a social media presence built around the microsite SabraSalsaLove.com. Consumers are encouraged to share their own messages of passion via Facebook, Twitter, Instagram or Vine pages with the hashtag #SalsaLove. Select submissions will be shared on the site and one entry may be mentioned in a future Sabra Salsa ad.