Sabra champions America's "unofficial meal" with humor, influencers

This event report outlines how Sabra, the dips and spreads brand, has aimed to become America's "unofficial meal" through working with a diverse range of influencers.

Sabra champions America's "unofficial meal" with humor, influencers

Zara Stone

Sabra – the White Plains, New York-based maker and marketer of Middle-Eastern food products – knew from its 1986 beginning that it would be a challenge to get adopted in the United States.

For instance, Americans understood the health benefits of hummus, but they were unfamiliar with the taste. "They didn't think, given the beige appearance of the product, that it would be something that tasted good," Eugenio Perrier, Global CMO at Sabra Dipping Co., told delegates at the 2016 ClickZ Live conference in San Francisco.

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