Sabra Canada is expanding its product range to entice more millennials to the guacamole category.
The company has launched Veggie Fusions—a blend of guacamole and vegetables that has 25% less fat than Sabra’s original guacamole. The product comes in two flavours: Garden Vegetable, with onions carrots, tomatoes and yellow squash; and yongo Lime, with mango, jalapeno pepper, red pepper and lime.
“While almost everybody knows that guacamole has fat and it’s healthy fat, about 20-25% of consumers still have fat as a barrier [to eating guacamole],” said Kelly Freeman, marketing manager, Sabra Canada.
“Veggie Fusions is a unique product that delivers on that specific health message and can target those people who weren’t eating the segment before. It wasn’t because they didn’t like the taste; it was really just the high fat.”
To promote the new products, Sabra is launching its “Dip In” campaign, which kicks off with the Sabra Canada Truck Tour. From June 1 to Sept. 4, Sabra will be handing out samples from its branded truck, pushcarts and bikes. The tour will hit five key markets: Toronto and the Greater Toronto Area, Montreal, Ottawa, Quebec City and Vancouver.
With the truck tour, now in its fifth year, Sabra aims to give out around 300,000 samples. People are given a full-size single serving (57 g) and a small bag of pita chips. “They have a really good eating experience, not just a bite,” said Freeman. “The truck tour is really to get people to experience our brand and set up this positive interaction.”
An additional 400,000 samples will be given out at grocery retailers. Samples will also be given out at the LCBO, paired up with different beer and alcohol brands.
The experiential campaign targets Sabra’s core audience of millennials. For them, “it’s all about experiences,” said Freeman. “We know millennials crave experiences and they really want that face-to-face interaction.”
A new online video campaign, created by Martin Agency, is centred on the idea of the “unofficial meal.” “You don’t need this fancy dinner with slaving in the kitchen all day,” explained Freeman. “You grab Sabra, you grab some veggies or pita chips… you grab some friends and you have a perfect unofficial meal right there.”
In addition, Sabra Canada has signed Toronto chef Matt Basile as its new “tastemaker.” Basile will make media appearances promoting the food truck and promote Sabra on his own social networks.
Sabra’s tastemaker program, which also includes food writer Dan Clapson and dietitian/blogger Abbey Sharp, “just helps us elevate our brand message and add some of that foodie credibility as well,” said Freeman.
Mosaic is handling all experiential elements, sampling and in-store marketing. Elevator Communications is handling PR.
