Brand Challenge

What’s a holiday party without hummus? That’s exactly what Sabra wanted to get people thinking about when they launched their Hummus for the Holidays campaign. Their challenge? Making hummus a go-to festive favorite through social media content that felt fresh, fun, and shareable.

Teaming up with VaynerMedia, I crafted a campaign filled with engaging social graphics and clever tweets designed to spark conversations and get people excited about adding hummus to their holiday spreads.

Deliverables

• Developed social media graphics tailored for maximum engagement.

• Ideated strategy for holiday advertising campaign.

• Created a series of viral-friendly tweets to encourage brand conversation.

• Integrated fun and interactive content to make Sabra a trending topic.

Results & Impact

• 3.5% increase in sales during the campaign period.

• 96% boost in social media engagement—one of Sabra’s highest ever.

• The “Hummus Hands” campaign became Sabra’s most viral campaign to date.

By blending creative storytelling with strategic paid media execution, we helped Sabra turn a classic product into a must-have holiday staple, driving both engagement and sales growth.

By making hummus a talking point, we turned a simple snack into a holiday tradition.

Shop Sabra: https://sabra.com/

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