Company News: Page (1) of 1 - 03/14/13

Video from Sabra and Synaptic Digital: Sabra Launches First National Television Advertising Campaign, A Show-and-Tell Highlighting the Variety and Versatility of Hummus

(March 14, 2013)

White Plains, NY, March 14, 2013 (GLOBE NEWSWIRE) -- Sabra Dipping Company, makers of the country's best-selling
hummus and a range of fresh dips and spreads, wants to help
Americans "Dip Life to the Fullest" by inviting everyone to enjoy
what has become the country's fastest growing dip category. With
the knowledge that many Americans are still new to hummus, Sabra's
campaign delivers tongue and cheek, helpful how-tos. The first
national television campaign for Sabra will debut on February 28,
along with a fully integrated marketing campaign including
broadcast and digital, a national sampling tour, celebrity and
influencer seeding activities, public relations and social media
initiatives. Hummus also earns its place in front of the sports TV
crowd this year, as Sabra has been designated the Official Dips
Sponsor of the NFL.

See video from Sabra and Synaptic Digital:
http://inr.synapticdigital.com/sabra/DipLifetotheFullest

"Hummus is enjoying incredible growth as more consumers discover
this versatile dip. At the same time, this is still a product new
to many and those just discovering hummus may not fully appreciate
the possibilities. The 'Dip Life to the Fullest' campaign aims to
demystify hummus in a lighthearted way and encourage viewers to dip
all of their favorites into this tasty spread! The visual
show-and-tell puts six delicious varieties of Sabra hummus center
stage with mouth-watering favorites like fresh baby carrots and
crunchy chips to the more unexpected, like chicken nuggets and
buffalo wings." said Ken Kunze, CMO for Sabra Dipping Company.

Jeffrey Tambor lends his iconic voice to the spot, which was
directed by Jarred Hess, of Napoleon Dynamite fame. The spots are
designed to showcase the variety and versatility of sabra hummus,
and serve as a reminder to enjoy hummus on more foods and for more
occasions. Each spot ends with a call to action, inviting viewers
to "Dip Life to the Fullest." The campaign was developed by Sabra's
advertising agency of record, strawberryfrog. Adam Alshin, creative
director stated, "We went out and spoke to people across the
country and learned that there are a lot of people who don't know
the many ways hummus can be enjoyed. We decided to create a visual
guide to hummus. At the end of the day, Sabra is a really great
party dip, so we wanted to give people that feeling of relaxed,
delicious, unpretentious fun."

The advertising campaign will be supported with digital,
experiential and public relations activities. Digital and social
media content will remain a dynamic focus for the brand, which has
built an engaged online community. Streaming videos, targeted
blogger initiatives, original recipes, practical usage tips and
online promotions will help bring the Dip Life experience to life
for this broad fan base. During the second half of the year,
Sabra's designation as Official Dips Sponsor of the NFL will come
into play for consumers through exciting contest activations.

The Sabra experience will also be delivered in person through
consumer events, celebrity seeding and via Sabra's 27-market "Dip
Life to the Fullest Tour." The tour will make stops at high traffic
event such as Sundance Film Festival & Taste of Chicago as well
as visit markets less familiar with Sabra. Samples, games and
giveaways associated are all designed to let consumers learn about
Sabra hummus in a fun and engaging way.

"Sabra's national sampling and direct to consumer interaction
programs have been an integral part of introducing Sabra to America
since we launched. We know that when people try Sabra, they love
it. So we value the opportunity not only to raise awareness with
brand building campaigns, but also to hit the road, interact with
consumers, and dip with them. To coincide with our first National
TV campaign, this year we look forward to spending more time in
markets that have less familiarity, bringing our 'guide to dipping'
message right to the consumers who need it most," said Greg Greene,
Marketing Director for Sabra Dipping Co.

About Sabra Dipping Company, LLC

Sabra Dipping Company, LLC is a leader in the refrigerated dips
and spreads category and producer of America's top-selling hummus.
Sabra's award-winning hummus, available in more than a dozen
flavors, and a wide range of authentic, healthy and vegetarian dips
and spreads can be found nationwide in club stores, supermarkets,
specialty retailers and through food service. Sabra operates a
silver LEED certified factory in Virginia, and in 2011 received an
A-Classification from the British Retail Consortium (BRC) audit
board for food safety for its California plant. Find Sabra at
www.sabra.com, www.facebook.com/sabra and
@Sabra on twitter.

CONTACT: Synaptic Digital

mediadesk@synapticdigital.com

03NY13-1464

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