Tribe – Campaign

  • Client: Tribe Hummus
  • Category: Print/OOH
As the distant #2 player in the category our challenge was to drive brand awareness as a better product (initial tracking research revealed double digit awareness and sales increases).

Our solution was to position Tribe as the snack food offering “a new way of life” with the promise that Tribe “always brings you exciting and new ways to be a part of the Tribe.”

This strategy would be communicated in traditional media: :30 television, consumer magazines, outdoor, instore, packaging (we place advertising messages under the lids of the product at point-of-sale). Social media proved to be one of the most important elements of the marketing mix.