Sabra’s First-Ever Super Bowl Spot will reveal $500,000 contest winner

Hummus will stake its claim as go-to, game-day grub with a first-ever Super Bowl spot by Sabra, maker of America’s favorite hummus. Sabra’s Super Bowl LIV ad will put the plant-based dip on level playing field with chips, wings and beer for the biggest dipping occasion of the year. In a spot filled with firsts for the product and category, Sabra will showcase the remarkable versatility of hummus and leverage the in-game moment for a real-time ‘RiDIPulous’ Sweepstakes winning reveal. 

Sabra is breaking the traditional framework with its inaugural Super Bowl spot with a game-within-the game sweepstakes reveal designed to drive purchase frequency in the weeks leading up to and through the Super Bowl. Advertising creative will celebrate the versatility and relevance of the plant-based dip, putting a spotlight on the ‘RiDIPulous’ number of ways to dip and dish with hummus. The sweepstakes and spot were developed by Sabra’s creative agency, VaynerMedia.

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