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No. 2 Hummus Brand Hopes To Boost Profile With Print, TV Ads

June 26, 2014: 12:00 AM EST
Sales of refrigerated flavored spreads, like chick pea-based hummus, grew 21 percent in the year ended in May to a healthy $696 million. The market is dominated by the PepsiCo-owned Sabra brand, with a 63 percent share, followed at a distant second, with seven percent, by Tribe. To narrow the gap, Tribe has launched a print and TV ad campaign designed to distinguish it in the minds of hummus buyers, who, research has shown, don’t really pay much attention to anything but the color of the package. Tribe’s TV ads feature a mock National Geographic documentary style that focuses on couples “mating” and then eating Tribe hummus. The print ads take a different tack, humorously emphasizing the quality of the product – e.g., “The caviar of hummus.”
Andrew Adam Newman, "Tribe, Purveyor of Hummus, Hopes to Narrow Sabra’s Lead With New Campaign", The New York Times, June 26, 2014, © The New York Times Company
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