Pivotal Communicationsâ€™ Stan Friedman won PRWeek Awards 2014 "Corporate Branding Campaign of the Year" for Sabra Dipping Company on behalf of Seymour PR
Online PR News – 21-May-2014 – San Francisco, CA – Brand and issue profiler Friedman positioned hummus as â€śAmericaâ€™s new peanut butterâ€ť, turning the narrative into compelling cultural commentaries, and igniting prominent national and international business media coverage from the Wall Street Journal, BusinessWeek, Bloomberg Television, BBC News and CNBC-TV, among others.
â€śImpressive use of research drove unprecedented coverage in a non-traditional category,â€ť explained one PR Week judge. â€śThis campaign cleverly knitted together corporate brand, product positioning, and research,â€ť offered another judge.
The Winning Case Study: HUMMUS IS THE NEW PEANUT BUTTER
Hummus category leader Sabra, a PepsiCo and Strauss International joint venture, seeks to initiate Wall Street profile. Its aspirations are not defined. Its core product, a Mediterranean food staple consumed primarily on the Coasts, must drive growth narrative. Itâ€™s imperative to create strategic intersection for both.
Aspiration: For several years, main ingredient, the chickpea, exponentially adds acreage and yield to meet homegrown demand in various states. An obscure crop appears to turn into a major commodity right under the marketâ€™s nose, fueling huge growth opportunities at stated goal of 1% HHP annual increase. The â€śgradual, steady growthâ€ť aspiration equation mirrors every American household food staple. Only peanut butter has traveled this mainstream road in the last century.
Growth: Illustrate growing shelf presence in the supermarket deli, annual 20% sales revenue increases, striking a sponsorship deal with the NFL, inaugurating the opening of a chickpea agricultural research center, and increasing market share by wedging in salsa, guacamole & vegetable dips. Welcome to â€śold schoolâ€ť brand building.
Sabra, now positioned as a future U.S. refrigerator regular, gains recognition as an emergent mid-size innovator with $1 billion revenue potential within five years---and identified as the brand that will mainstream the chickpea onto every American table. Just like peanut butter.
The campaign secured half-a-billion web impressions and a 7.33% sales spike for Sabra, the hummus leader in the refrigerated dips-and-spreads category.
For further information, contact:
Stan Friedman, email@example.com