2. 1
1 Summary
2 Agency Brand Strategy
3 History
4 Environmental Analysis
5 Competitor Analysis
6 SWOT Analysis
7 Objectives and Budget
8 Research
9 Brand Value Proposition
10 Target Market
11 Campaign Strategy
12 The Big Idea
13 Creative Overview
14 Print Advertisement
16 Out of Home & Online
17 Television Storyboard
18 Creative Strategy
19 Media Objective
20 Media Strategy
21 Media Choices
25 Media Flowchart
26 Media Budget
27 Brand Activation
29 Evaluation
30 Creative Brief
31 Meet Our Team
Table of Contents
Executive Summary
Sabra Hummus is a nutritious, gluten-free dip or spread
that consists of fresh ingredients from around the world.
Sapphire International’s mission for this campaign is
to show Sabra’s target market the many easy ways in
which Sabra Hummus can be used. By conveying the
variety of flavors, uses and ease of Sabra Hummus, we
will continue to create brand awareness, but also
convert alternative dip users to Sabra Hummus. The
women in Sabra Hummus’ target market are health
conscious for themselves and their families and looking
for a tasty solution that satisfies their dietary needs. Our
campaign will show these women that Sabra Hummus is
the simple solution to their healthy and flavorful desires

3. 2
Agency Brand Strategy
At Sapphire International, we pride ourselves on the
creativity and results we give our clients. Our team of six is
all ears, and we guarantee the highest quality production
in implementing your ideas. Every detail is important to us,
and we only present the finest work to the satisfication of
our clients. Our unique ideas encompass truth, faithfulness
and sincerity; the qualities of a true sapphire. We promise
to work hard to represent an everlasting image through
these six steps:
Research Creative Thinking Creative Application
CritiquingIdea TestingFinalizing

4. 3
History of Sabra
1986 Sabra was founded in Queens, NY as Sabra Blue & White Foods
2005 Strauss, an Israeli food manufacturer, bought Sabra
2008 Strauss entered a partnership with Frito-Lay, a division of PepsiCo, giving
Strauss 50% ownership and PepsiCo 50% ownership of Sabra
2008-2009 Sabra grew over 50% in size during this period
March 2009 Sabra launched its first US national advertising campaign
May 2009 Sabra began a series of promotional events in which it recreated
“Mediterranean Villages” in 11 major US cities
November 2009 The market share of Sabra reached 40% of the US, making
Sabra the largest hummus manufacturer in the world
2010 Sabra opened the doors to its new manufacturing plant in Virginia
2012 Sabra introduced its new line of Grab N Go Packs with salsa and Tostitos
Tortilla chips for snackers on the move
2013 Sabra opened a first-of-its-kind global “Center of Excellence” research
and development facility to cook up a world of possibilities in dips and spreads

5. 4
Environmental Analysis
Competetive Forces
Companies in competition with Sabra Hummus include Tribe Hummus, Cedar’s Hummus,
and Athenos Hummus. Sabra sets itself apart with its extra creamy texture and its variety
of 14 different flavors. It is currently the most popular brand of hummus and is continuing
to develop new ideas to improve and expand within their research and development
center.
Economic Forces
In 2010, Strauss, an Israeli owned and located food company that owns half of Sabra,
provided financial resources and support to the Israeli military force. Sabra, being in
association with them, was affected in the US by this decision. Palestinian students at
Princeton University and Depaul University boycotted the allowance of all Sabra products
on their campuses. This gathered negative attention for the Sabra brand, but did not
decrease its overall popularity in the US.
Sociocultural Forces
Sabra prides themselves on having social responsibilities that directly impact the
future. They are committed to helping the environment, caring for the community,
and promoting better nutrition. To make the company increasingly more eco-friendly,
its new plant uses recycled materials and a percentage of their buildings energy comes
from renewable resources. In addition, Sabra product packaging is made from 30-40%
post consumer recycled plastic.

6. 5
Competitor Analysis
Strengths
-Well-established company
-Strong focus on being
Greek
Weaknesses
-Available in only one size
-Available in only seven
flavors
-Limited locations for
purchase
Strengths
-Available in 17 Flavors
-Multiple sizes available,
including single serve
-Organic Hummus offered
in three flavors
-Easily accessible for
purchase
Weaknesses
-Not well established
-No corporate responsibility
shown
-Website lacks nutritional
information
-Website is not aesthetically
pleasing
Strengths
-Available in 20 flavors
-Fat-free offered in 2
flavors
-Flavors available with
toppings
-Offered in 5 sizes (8oz,
10oz, 12oz, 16oz, 20oz)
-Made in All-Natural,
Organic, and Authentic
-Available to be ordered
online
-Non-GMO and
gluten-free certified
Weaknesses
-Most expensive competitor
-Low brand awareness

7. 6
SWOT
Analysis
Strengths
· Positive brand image with strong corporate
responsibility
· A leading hummus purveyor
· Considered to be a healthy snack
· Multiple products creating brand awareness
· Variety of Kosher flavors
· Recently opened a Research and Development
facility, the first of its kind for dips and spreads
that are refrigerated
· Packaging made out of recyclable materials
Weaknesses
· Can be more expensive than salsa
· Less versatile than guacamole
· Only 18% of households have tried
hummus
· Low awareness currently
Opportunities
· Could introduce new product lines to enhance
awareness
· Expand product line by creating additional
merchandise such as cookbooks
· Bring to light additional uses for the product
· The product is becoming more well known and
recognized
· Create ads to make men more aware of Sabra
hummus
· Packaging made out of recyclable materials
Threats
· Increasing market due to uniqueness
of the product, leading to more
competitors
· Geared more toward women
· Brand name ties to Israel, creating
sense of uneasiness for some
consumers

8. 7
Objectives and Budget
Marketing
This campaign is going to cause an increase in sales of Sabra Hummus by 7%.
We will achieve this by strategically emphasizing the idea of hummus being an easy food
for any occassion in order to increase awareness, consumption, and attract new custom-
ers.
Advertising
In this campaign, Sapphire International will target women ranging from the ages of 18 to
34. We will see 65% comprehension and 55% conviction. In other words, 65% of the target
audience will understand the message, while 55% will find value in the message. We will
reach 65% of our target market and have an effective frequency of 4.
Time Frame
This will be a yearlong campaign that will run from January 2015 to December 2015. Our
campaign will be pulsing, meaning that ads will be steady throughout most of the year,
but will peak with heavier exposure during the summer and early fall.
Magazine
38%
Televesion
24%
Online
20%
Billboard
18%
Budget SummaryBudget Summary
Sapphire International has been allocated ten million
dollars to execute our campaign. The following pie chart
represents the breakdown of the allocation of money to
be used per medium.

9. 8
Research
Research Objectives
• Determine the amount of awareness Sabra Hummus has currently
• Discover the most popular alternative to hummus
• Decide what medium will be most effective for reaching our target
audience
Primary Research
For our primary research, we conducted an
online survey where over 100 people from our target
audience participated. In the survey, we were able
to identify information related to: the amount of peo-
ple who eat hummus, if they know of Sabra Hummus,
the effect that price has when purchasing hummus,
the time of day hummus is eaten most often, what it’s
eaten with, and the dip that is hummus’ closest com-
petitor.
We discovered that over 80% of our target
audience has heard of Sabra Hummus, but that 20%
of our audience does not eat hummus. We learned
that those who do eat hummus consume it most
during the afternoon, followed by consumption in
the evening. Most of our audience prefers to eat their
hummus using vegetables, with chips, crackers, and
pretzels being close choices. Another important
statistic obtained from our survey was that 70% of our
target audience agreed that taste is more important
than price when choosing a brand of hummus. The
final important piece that was taken from our survey is
that guacamole is our closest competitor.
Secondary Research
Different websites such as blogs, social media
sites, and product reviews gave us an inside look on
how our target market feels about Sabra Hummus.
It seems as though the majority of people who eat
hummus are every day people looking for healthy
and tasty options in their lives. Many teenagers are
writing about the convenient to-go packages of
hummus on their social media accounts. Furthermore,
on Twitter, a common trend for adults is posting their
recipes that include Sabra Hummus in different,
creative ways.
Through research on Simmons OneView, we
were able to determine how and where our target
audience consumes media. Our target audience
often reads magazines like People, Instyle, and
Family Circle. These women are on the Internet at
home frequently checking emails and visiting blogs.
In addition, we found that our target market eats dips
for a snack most often around late afternoon with
vegetables.

10. 9
Brand Value Proposition
Functional
Sabra Hummus is currently the leading hummus brand due to its creamy texture, variety of
flavors, and healthy ingredients. It is attractive to many consumers because there is no stirring involved;
you can enjoy a quick snack that’s satisfying and easy. Additionally, it can act as a substitute for many
traditional spreads and dips. These natural products are also gluten free and low fat, providing health
benefits and promoting good eating habits.
Self-Expressive
Sabra Hummus consumers are those who are conscious about what they eat and what they are
feeding to their children. It is important to them that the food is healthy, but also tasty so that the
entire family can enjoy it. They are open to trying new things and will encourage their friends to use
the product because of the positive impact it has had on their lives thus far. They have come to the
realization that this product is not only convenient and delicious, but something that they will have the
desire to share with friends and family.
Emotional
Due to the fact that Sabra Hummus contains only natural and gluten
free ingredients, consumers can be assured that they are eating
something that not only tastes good, but also enhances their healthy
lifestyles. Furthermore, when mothers and women buy Sabra for
themselves or their children, they can be assured that the delicious
taste is also providing an effective balance to their diet. This will
ultimately give them a peace of mind. Consumers will never feel
slighted or limited to their choices with the option of 14 different
flavors; rather, they will have a sense of empowerment. Sabra
Hummus is very clear about the ingredients that are used, making
consumers feel safe in their choice and want to invest in the product
again.

11. 10
Target Market
Meet Layla: Layla is a 28-year-old
mother of two-year-old Sophie. Layla
lives in Montclair, New Jersey while
commuting to work at the Wall Street
Journal in New York City. Layla is fo-
cused on her career, eating right on
the go, and most importantly feeding
her family nutritious, delicious food.
Primary:
Mother’s who are health conscious
and buying for their family
Secondary:
Health conscious young adults
Ages 25-29
Meet Kate: Kate is a 34-year-old
mother living in San Francisco, Cal-
ifornia. She is the mother of Reid
(6-years-old) and Connor (10-years-
old) and wife of Dave. Kate is a stay-
at-home mom with the health of her
family on her mind. She finds that
Sabra Hummus is a great way to get
little Reid to eat his carrots, and an
easy spread on Connor’s sandwich
for lunch.
Meet Alixe: Alixe is a 20-year-old
college student studying engineering.
While Alixe is very busy with her class-
es, clubs, and social life, she doesn’t
want to forget about her health. Alixe
is focused on filling her body with
nutrients, but still satisfying her late
night study session cravings with some
tasty, Sabra Hummus.
Ages 30-34
Ages 18-24

12. 11
Campaign Strategy
The Challenge
Our challenge is changing the mindset
of consumers. We want to convert their
mindset from thinking of hummus as a
specialty product to thinking of
hummus as an everyday dip and
spread. In addition, we are trying to
get other dip lovers to choose hummus
instead of other alternatives, more
specifically guacamole: Sabra’s leading
competitor.
The Key Insight
Sabra Hummus is not just a
Mediterranean food; it mixes flavors
from around the globe to appeal to
a worldwide market.
The Brand Promise
With our smooth and creamy texture,
we offer nutritional value, with the
freshest ingredients, in multiple flavors
for a simple use, on any occasion.

13. 12
The Big Idea
“A creamy delight
that’s always just right”

14. 13
Creative Overview
Creative Strategy
With Sabra being the number one hummus brand, we want to show our target audience how to use
Sabra Hummus as an every day dip or spread. Through our research, we discovered that Sabra as a
brand is well known, but we need to introduce more people to hummus. Our campaign will show
Sabra’s audience that through its creamy and smooth texture, they are offered nutritional value with
fresh ingredients from around the world. With a variety of 14 flavors, Sabra Hummus is for every household
and can be used in many different ways.
Art Direction
When putting together the advertisements for our campaign, Sapphire International stressed the idea of
Sabra Hummus being a simple snack that is perfect for any occasion. To execute this creatively, we
portrayed each of our ads as different scenarios where the product is either being consumed or used.
Each ad features a different Sabra Hummus scenario with body copy describing the product. The
background color behind the copy is different in each ad with the intention of creating a consistent yet
diverse look. Additionally, the slogan “A creamy delight that’s always just right” is the largest font on the
page in order to draw attention to this important message about Sabra Hummus.
Copywriting
All of the copy on our ads is placed on the bottom half in order to accent the scenario that is depicted
above. The font is easily readable, simple, and trendy to go along with the big idea of the Sabra Hummus
campaign. Our slogan, “A creamy delight that’s always just right,” is placed on the top section of the
copy so that this is the first text recognized by the viewer. This will bring attention quickly and efficiently to
the key message of our entire campaign, and it will correspond with the pictures in each of the ads. The
body copy below the slogan contains a call to action. This call to action emphasizes that there is a flavor
for everyone and encourages consumers to find their perfect flavor.

15. 14
Print Advertisements

16. 15

17. 16
Out of Home and Online
Internet Banner
Coupon
Billboard

18. 17
Television Storyboard
Shot 1: Sun rising through a kitchen
window, “Best Day of Your Life” by
Katie Herzig is playing in the
background.
Shot 2: We see a woman making a
sandwich for her kids, using Sabra
Hummus.
Shot 3: Woman is seen sitting at her
desk in an office while snacking on
a Sabra Hummus to-go pack (song
is continuous throughout the entire
commercial)
Shot 4: The woman is having a
glass of wine after work with a
friend over some Sabra Hummus.
Shot 5: A container of Sabra Hummus appears.
The song’s volume decreases and we hear a
narrator saying: “No matter what occasion or
crowd of people, Sabra hummus is always the
perfect choice. Our 14 varieties of flavor provide
mouth-watering satisfaction to every palate. Find
your perfect flavor today in the refrigerated section
of your local
grocery store.”

19. 18
Creative Testing
The creative testing process Sapphire International chose to use
consisted of asking members of our target market their opinions of
the overall campaign and individual ads. The responses that were
recorded after viewing showed positive attitudes toward the campaign
and successful message comprehension. In general, the comments
suggested a desire to consume more hummus as well as the ability to
relate to the scenarios that were being portrayed. Several people also
expressed an appreciation for the “happiness” that was depicted in
each of our ads. They also received a sense of incentive from the ads to
purchase hummus in the near future.
Responses from Participants
“The way the hummus is presented makes it look really appetizing.”
“The ads are relatable and are all scenarios that could really happen.”
“Makes me want to eat hummus.”
“Next time I go to the library I’m going to get this as a snack.”

20. 19
Media Objectives
Target Audience
Our target audience is women between the ages of 18-34. Our primary focus is on mothers due
to the fact that they are often the person who purchases groceries for the family. Furthermore,
mothers appreciate the simplicity and variety that Sabra will provide to satisfy the palate of
every member of their family. Women enjoy the opportunity to be creative for the ones they
love, and Sabra gives them the opportunity to make the product their own.
Geographic Scope of the Placement
Our goal is to reach a national audience through our Internet and magazine advertisements
that will be distributed across the country. We will also reach regional audiences with our
billboards being places in major cities including New York, Boston, San Francisco and Los
Angeles.
Message Weight
Magazines are used primarily as a medium for this campaign. Sapphire International chose to
use magazines as a primary medium because of its easy accessibility to a large percentage
of our target audience. We also chose to focus on television and the Internet due to the vast
reach and frequency it would help Sabra obtain.

21. 20
Media Strategy
Reach and Frequency
Through our campaign will reach 65% of the target market at least 4
times.
Continuity
Sabra Hummus will use a pulsing technique being continuous
throughout most of the year, but becoming more active during the
summer and early fall. During the summer, households are more prone
to having gatherings where they serve food, and we want to encour-
age them to choose Sabra Hummus. There will be another pulse in the
early fall to encourage moms to purchase Sabra Hummus for the back-
to-school season to be used for their kids’ lunches.
Dimensions
Magazine: 1 full color page with bleed
Internet: 468 x 60 pixel banner ad
Television: 30 second commercial
Billboard: 14 x 48 feet

22. 21
Media Choices: Television
Good Morning America
Good Morning America is a popular morning show with the latest news, celebrity interviews,
weather, and special interest stories. A large part of the audience for this show is women getting
ready in the morning for work or getting their kids ready for school. This allows us to reach our
desired target audience for Sabra.
Live! With Kelly and Michael – CBS
Live! With Kelly and Michael is a syndicated morning talk show hosted by Kelly Ripa and
Michael Strahan. This program is perhaps the classic show to watch while getting ready for
work. The un-scripted on-air conversation between the hosts talking about every day topics
resonates perfectly with our primary audience.
Chelsea Lately – E
Chelsea lately is a late night talk show hosted by the comedian, Chelsea Handler. The show
talks a great deal about current pop culture and lifestyle, often interviewing celebrities about
their lives. This will reach our secondary audience of 18-24 year olds.

23. 22
Media Choices: Magazines
Family Circle Circulation: 4,135,287
Family Circle celebrates today’s families and targets women
specifically. The magazine focuses on providing practical
solutions to help mothers raise happy, healthy families. With
the incorporation of healthy recipes, Sabra hummus will fit
perfectly with the content of this magazine.
People Circulation: 3,593,024
People is a popular magazine that covers celebrity news and
inspiring stories. In addition, People is constantly keeping their
audiences up-to-date with current culture. With the majority of
People’s readers being in the age range of our target audience,
People is a perfect choice for an ad for Sabra.
InStyle Circulation: 1,889,108
InStyle reveals the style choices of the world’s most fascinating
people. In addition, it covers trends in beauty, home, and
entertaining. This is a popular magazine among our age range,
with topics that appeal to the audience Sabra wants to reach.

24. 23
Media Choices: Online
WedMD
Web MD is a popular resource utilized by mothers who are looking for
answers pertaining to their loved ones health concerns. Associating Sabra
with this type of website will show mothers and all women in our target
audience that our brand is focused on providing a healthy, simple solution
to satisfying any cravings you might have.
Groupon
This website is a simple, easy process for any person to gain access to
discounts for products they are interested in. Using Groupon as one of
our mediums will provide mothers and the rest of our target audience
with a reliable and efficient way to access daily discounts for Sabra
Hummus. In addition, it will give our target audience more incentive to
use the coupons and/or discounts when purchasing Sabra.
CafeMom
Through our research, Sapphire International found that a large
majority of our target market is active on social media and blogging
websites. CaféMom is a blog used by women and moms as a support
group and information outlet that connects the users to each other.
The women are able to discuss anything from the latest trends to
concerns they may have about a child’s health. Sabra Hummus
would benefit from this medium due to the content and attitudes
of its users.

25. 24
Media Choices: Billboard
New York, NY
Boston, MA
San Francisco, CA
Los Angeles, CA
Due to the large and diverse population that inhabits these four cities, Sapphire
International will place billboards throughout each of them. Our target market
will be reached, and the frequency will be much greater as opposed to a small
suburb or a rural area. Placing billboards in these major cities will also ensure
exposure outside of our target audience, leading to word of mouth marketing
and more action from consumers.

26. 25
Media Flowchart
January February March April May June July August September October November December
Weeks 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234
Magazine
People
Instyle
Family Circle
Online
WebMD
Groupon
Cafemom
Television
ABC
E!
CBS
Billboard
New York, NY
Boston, MA
San Francisco, CA
Los Angeles, CA

27. 26
Media Budget
Magazine Number of Pages Cost Per Page Total
People 5 236,200.00$ 1,181,000.00$
Instyle 4 180,500.00$ 722,000.00$
Family Circle 5 316,600.00$ 1,583,000.00$
Total 3,486,000.00$
Website Cost Reach Frequency Impression Total
WedMD 10.00$ 23,441,621 4 93,766,484 937,664.84$
Groupon 10.00$ 15,112,314 4 60,449,256 604,492.56$
Cafemom 10.00$ 9,266,199 4 37,064,796 370,647.96$
Total 1,912,805.36$
Television Rating Points Cost Total
ABC / Goodmorning America 29 30,000.00$ 870,000.00$
E! / Chelsea Lately 12 30,000.00$ 360,000.00$
CBS / Live! With Kelly and Michael 32 30,000.00$ 960,000.00$
Total 2,190,000.00$
Billboard Number of Days Population Cost Per Day Total
New York, NY 30 8,333,000 $24,999.00 749,970.00$
Boston, MA 60 636,479 $1,909.00 114,540.00$
San Francisco, CA 60 825,863 $2,478.00 148,680.00$
Los Angeles, CA 60 3,853,000 $11,559.00 693,540.00$
Total 1,706,730.00$
Production
Total 700,000.00$

28. 27
Brand Activation
Partnership with Celiac Disease Foundation- “Gluten Free is the Way to Be”
Objective:
Bring recognition to the fact that all 14 of Sabra Hummus flavors are gluten free and encourage those
affected by Celiac to include Sabra in their every day diet.
Strategy:
In an effort to create more awareness about the benefit of Sabra Hummus being gluten free, we will
form a partnership with the Celiac Disease Foundation. For the duration of our campaign, 25 cents of
every Sabra Hummus purchase will go toward the Foundation. We will also become their top sponsor,
meaning Sabra will have advertisements on their webpage and at their events. This strategy will not
only create brand awareness, but also encourage people of the gluten-free community to try hummus
as an additional item that will satisfy their dietary needs. Lastly, this form of brand activation will create
a positive corporate image for Sabra.
Sabra Hummus Online Recipe Contest- “Show Sabra How you Hummus”
Objective:
Encourage people to experiment with and share the different ways in which Sabra Hummus can be
used, as well as generating more activity on our website.
Strategy:
Through social media, we will create “Show Sabra How you Hummus,” a contest in which people will
submit recipes to our website that incorporate Sabra Hummus. After all recipes are submitted, anyone
who visits our website will be able to vote for which recipe they like best. Once all votes are cast and
counted, the top five winners will be rewarded with a Sabra Hummus gift basket sent directly to their
home that contains all 14 flavors.

29. 28
Brand Activation
In store sampling and coupon- “Generating New Sabra Hummus Customers”
Objective:
Encourage people who have not tried Sabra Hummus before to taste it, and then use the coupon
they will be given to immediately purchase the item and create a new Sabra Hummus customer.
Strategy:
We will place sample stations in select Target, Wegmans and Costco stores across the country. Store
customers will have the opportunity to taste a flavor of Sabra Hummus using their choice of a pita
chip or vegetable. The store customer will then be given a coupon for $0.50 off any Sabra Hummus
product. This will generate new customers for the brand.
January February March April May June July August September October November December
Weeks 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234
Partnership
Sampling
Recipes

30. 29
Evaluation
Sapphire International’s three main objectives for the Sabra Hummus campaign
is to increase comprehension by 65%, increase conviction by 55% and increase
sales by 7%. The table and graphs below display the projected numbers based
on our media schedule.
Month Comprehension Conviction Sales
January 5% 3% 0.1%
February 3% 3% 0.2%
March 4% 5% 0.4%
April 5% 4% 0.5%
May 8% 6% 0.8%
June 10% 8% 1.0%
July 9% 5% 1.0%
August 5% 6% 0.7%
September 7% 7% 0.9%
October 4% 4% 0.8%
November 3% 2% 0.4%
December 2% 2% 0.2%
Total 65% 55% 7.0%
0%
2%
4%
6%
8%
10%
12%
Comprehension
Conviction

31. 30
Sabra Creative Brief
Background:
Sabra
was
founded
in
1986
in
Queens,
New
York
as
Sabra
Blue
and
White
Foods.
Sabra
originally
started
by
bringing
the
flavors
of
the
Mediterranean
to
peoples’
everyday
diets,
but
true
to
their
adventurous
nature,
decided
to
expand
their
recipes
to
bring
flavors
from
around
the
world
to
everyday
households.
Sabra
Hummus
brings
the
best
of
the
world’s
most
authentic
flavors
in
its
creamy,
nutritious
hummus
that
will
delight
your
every
taste
bud.
Target
Audience:
Sabra’s
target
audience
is
women
between
the
ages
of
18-­‐34.
The
primary
focus
is
on
mothers
due
to
the
fact
that
they
are
often
the
person
who
purchases
groceries
for
their
families.
Furthermore,
mothers
appreciate
the
simplicity
and
variety
that
Sabra
will
provide
to
satisfy
the
palate
of
every
member
of
their
family.
Women
enjoy
the
opportunity
to
be
creative
for
the
ones
they
love,
and
Sabra
gives
the
opportunity
to
make
the
product
their
own.
Promise:
With
our
smooth
and
creamy
texture,
we
offer
nutritional
value,
with
the
freshest
ingredients,
in
multiple
flavors
for
simple
use
at
any
occasion.
Support:
The
features
and
details
of
this
product
are
that
it’s
versatile
with
its
14
flavors,
it’s
creamy
and
is
easily
spreadable
with
its
smooth
consistency.
In
addition,
Sabra
is
a
healthy
fat,
high
in
protein,
gluten
free,
and
kosher.
Sabra
provides
the
opportunity
to
be
creative
in
that
you
can
use
it
in
endless
amounts
of
recipes,
and
can
be
served
on
various
occasions.
Key
Message:
With
Sabra
being
the
number
one
hummus
brand,
we
want
to
show
Sabra’s
target
audience
that
hummus
is
not
just
for
a
few
specialized
groups,
it’s
for
everyone.
Through
out
research,
we
have
found
that
Sabra’s
14
recipes
incorporate
flavors
from
around
the
world.
The
campaign
will
show
Sabra’s
audience
that
through
the
creamy
and
smooth
texture,
they
are
offered
nutritional
value
with
a
variety
of
fresh
ingredients,
for
every
household.
Through
our
campaign
we’re
going
to
show
mothers
how
to
use
Sabra
as
an
every
day
dip
or
spread.
The
Challenge:
Our
challenge
is
changing
the
mindset
of
consumers.
We
want
to
convert
their
mindset
from
thinking
of
hummus
as
a
specialty
product
to
thinking
of
hummus
as
an
everyday
dip
and
spread.
In
addition,
we
are
trying
to
get
other
dip
lovers,
to
choose
hummus
instead
of
other
alternatives;
more
specifically,
guacamole
our
leading
competitor.
Creative
Strategy:
The
Big
Idea
Slogan:
“The
creamy
delight
that’s
always
just
right.”

32. 31
Meet Our Team
Brittany Asito is a sophomore Business Administration major with a concentration in
Marketing and a minor in Integrated Marketing Communication from Rochester, NY. She
is a member and the Fundraising Coordinator for the Ithaca College Cheerleading team
and a member of the Women in Business Network. She is excited for the fall 2014 semester
when she will be studying abroad in Barcelona, Spain. Upon graduation she hopes to start
a career that combines her love of business and advertising. Brittany’s favorite Sabra
Hummus flavor is Original
Erin Batty is a sophomore Integrated Marketing Communications major with a minor
in Environmental Studies from Westchester, NY. Erin loves to be creative and hopes
to eventually work at a job where her artistic abilities are in use. She is currently
interning at an organization called GoGreenNY as a Marketing Development
Partner for the spring semester. Erin’s favorite Sabra Hummus flavor is Roasted Pine
Nut.

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Olivia Berrigan is a Sophomore Integrated Marketing Communications and Theatre Studies
double major from Harrisburg, Pennsylvania. On campus, she works for Campus Center and
Event Services as a Special Events Manager. In addition, she serves as Vice President of
ProfessionalDevelopment for the American Marketing Association (AMA) as well as Artistic
Director of IC Players. This summer, Olivia will be interning with Journal Multimedia. She hopes
to study abroad in London next spring, studying theatre and interning at an Event Planning firm.
Upon graduation, Olivia would like to start a career as an Events Planner. Olivia’s favorite Sabra
Hummus flavor is Roasted Garlic.
Sonya Joshi is a sophomore Integrated Marketing Communication major at Ithaca College
and is pursuing a minor in Psychology. She is a member of the American Advertising Federation,
Habitat for Humanity and is on the Women’s Club Soccer Team. Last summer she interned at
Womenkind in NYC. She is originally from Randolph, New Jersey and hopes to pursue her
passion in advertising at an agency once she graduates. Being from North Jersey and 45
minutes outside of New York City, she hopes to land an internship this summer in the Big Apple.
Sonya’s favorite Sabra Hummus flavor is Chipotle.
Meet Our Team

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Micaela Metz is a rising junior at Ithaca College from Hershey, PA majoring in Integrated Marketing
Communications with a minor in Communications Management and Design. Through the Roy H. Park
School of Communications, Micaela has discovered her love of communications and has plans to mix
communications with the fashion industry upon graduation. This summer, Micaela will be pursuing a
marketing internship at Macy’s in New York City. On campus, Micaela is the Vice President for the Big
Brothers, Big Sisters organization, the Director of Communications for the Public Relations Student Society
of America, a Peer Advisor for the Park School of Communications, and a Marketing Executive for
HiFashion Studios. Micaela’s favorite Sabra Hummus flavor is Sun Dried Tomato.
Marisa Nizzi is a sophomore Integrated Marketing Communications major with a Sport Studies minor at
Ithaca College. She is involved in several clubs and organizations on campus including the American
Marketing Association and the Women’s club soccer team. She also holds an on campus job as a
receptionist at the Athletics and Events Center. This summer Marisa will be working with a Minor League
Baseball team as an on-field personality and promotions intern. Next spring semester, she plans to study
abroad at the IC London Center. Marisa came from a small town, Frankfort, NY, which lies between
Syracuse and Albany, NY. She plans to move south after graduation to pursue a career in marketing or
public relations within professional athletics. Marisa’s favorite Sabra Hummus flavor is Roasted Red
Pepper.
Meet Our Team

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