BOSTON — The hummus category is about to get much spicier, as Tribe Mediterranean Foods, Inc. prepares to unveil its most ambitious advertising campaign to date, including a television commercial that shows the unique role hummus plays after love-making.
Determined to take a bigger bite out of Sabra's share of the category, Tribe's witty new ad campaign depicts the rituals of hummus eating, the affinity many have toward the food, and the possessive nature some exhibit when it comes to sharing their favorite hummus. The campaign debuts this week in Boston and New York.
"We're a challenger brand and we need to scream to be heard, and that's exactly what this campaign does," said Adam Carr, CEO of Tribe Mediterranean Foods, Inc. "It may touch on areas that one would not necessarily associate with hummus, including the bedroom, but it certainly creates a stir. And that's what we need to happen."
The TV spots spoof the classic National Geographic documentary, as a British-accented narrator provides commentary on various "Rituals of the Tribe" in modern-day settings, complete with tribal music. In one commercial, entitled "Mating," a flirtatious couple's heated activity leads the droll narrator to comment: "Mating between married Tribe members is a joyous, but rare occurrence." The spot concludes with the happy couple enjoying a post-activity snack while the voiceover informs viewers, "When the mating is complete, hunger ensues. So the male and the female share hummus and pita chips in bed. It's not unusual for the snacking to take longer than the mating itself."
The campaign, which features print and television executions, is a sharp departure from typical hummus ads. Many of the print ads deliver a defiant and assertive attitude. One ad states, "If you like to share, buy salsa," while another reads, "If you don't have enough for everyone, that's just too bad for everyone." Even its unconditional guarantee is delivered with brass: "If you don't like it, send it back. We'll eat it."
Each execution features the tagline: "You're either a member or you're not."
The campaign was created by the critically acclaimed advertising agency DeVito/Verdi, which was awarded the Tribe account earlier this year. Click on the following link to view the TV campaign: http://view.vzaar.com/1677094/video or the print campaign: http://www.pdf-archive.com/2014/06/26/tribe-1/tribe.pdf
"We love the fact that we're a little off-beat in our commercials and we're a little boastful and assertive in our ads," continued Carr. "It helps build awareness and it commands attention. We're excited about this launch."
Fueled by a consumer desire to eat healthier snacks and spreads, hummus has exploded in popularity recently, and is now the second-fastest growing category within the grocery aisles. Tribe itself is the second most popular brand of hummus.
About Tribe Hummus
Tribe, the hummus made with love and chickpeas, goes a little crazy over chickpeas. Tribe pampers its chickpeas by treating them to a soothing bath at Tribe's Chickpea Spa. Then, it's off to the doting care of its Expert Matchmakers, who introduce the tender chickpeas to the perfect blend of high-quality ingredients – fortunately they always hit it off. And, just before send off, Tribe's Seasoned Spicers ensure that there is the right amount of love in every bowl. Available in a variety of delectable flavors, Tribe products are kosher-certified, vegan-friendly and free of artificial flavors, cholesterol, hydrogenated oils and high-fructose corn syrup. Tribe is available at fine grocery stores nationwide. For more information, visit: www.tribehummus.com and www.facebook.com/TribeHummus
About DeVito/Verdi
DeVito/Verdi, a privately held company, has been recognized as one of the most exceptional creative agencies in the industry. It has been voted "Best Agency" six times by the advertising industry group, the AAAA, and has created some of the most memorable ad campaigns of the past 20 years. Its lengthy list of industry awards includes the top prizes at the Clios, Radio Mercury, Cannes, Andy, Addy and One Show award ceremonies.
DeVito/Verdi is an idea-driven agency that employs traditional and non-traditional approaches to achieve creative excellence.
DeVito/Verdi strives for excellence and maintains a unique level of prestige within the advertising industry, as evidenced by its work for such clients as Kohl's, Legal Sea Foods, North Shore/Long Island Jewish Health System, The National Association of Broadcasters, Meijer, New York Institute of Technology, Anna's Linens, Sony, Canon, Duane Reade Drug Stores, BMW, Varian Medical Systems, Esquire Magazine, Men's Wearhouse, TimeOut Magazine, Grey Goose Vodka, EPC Cigar Co., eCampus, SteinMart, Reebok, Hotwire.com, Office Depot, Appleton Rums, Pepsi/SOBE, Corazon Tequila, Empire Kosher Chicken, Acura, Massachusetts General Hospital, Abington Memorial Hospital, CarMax, Sports Authority, Daffy's, For Eyes Optical and others. For more information on DeVito/Verdi, visit www.devitoverdi.com.
Source: Tribe Hummus