The Martin Agency in Richmond is the new ad agency of record for Sabra Dipping Co., reports the Richmond Times-Dispatch, and will handle strategic and creative development of ad campaigns for Sabra. It also will manage digital media campaigns and social media strategy.
The international hummus manufacturer has a major plant in Chesterfield County.
According to the Times-Dispatch story, Martin CEO Matt Williams said the agency’s proximity to Sabra’s factory was a frequent topic of conversation during negotiations, but not the deciding factor.
“We have great experience and a great track record in the consumer package category,” Williams said. “And we love working with a fast-growing brand,” continued the report.
The Richmond-Times Dispatch also stated:
Williams said Sabra’s rapid expansion resembles that of Geico, a Martin Agency client that has been the fastest-growing automobile insurance company for a decade.
Sabra, a New York-based joint venture between Israel’s Strauss Group and PepsiCo Inc., opened a new wing at its Chesterfield plant in October and can produce 8,000 tons of hummus per month there.
A Sabra board member said the company wants the plant to be “the center of the Earth for hummus.”
(According to Adweek, the addition of Sabra comes three weeks after the agency lost the Cool Whip account.)