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SABRA

The Vegans are Coming

THE ASK

Help summer BBQ hosts cater to their vegan guests, and position Sabra as the easy, plant-based answer that's already in the fridge.

Campaign ad of a vegan and a meat lover at a backyard grill, with the Sabra 1-866-CODE-VEGAN hotline number
Open Sabra vegan kit crate with hummus, a recipe booklet, an

STRATEGY

Treat vegan guests as a lighthearted BBQ emergency. Working with Sabra's integrated agency team, we built a campaign across consumer, media, publicity, and influencer, anchored by a mock '90s-style infomercial and Vegan Rescue Kits.

THE EXPERIENCE

Stumped hosts could call 1-866-Code-Vegan or visit CodeVegan.com for a free Rescue Kit with flatbread recipes, coupons, and stickers. Brand ambassadors hand-delivered 100 kits to influencers, while Anne Burrell, Richard Sherman, Laverne Cox, Mayim Bialik, and more spread the word.

Collage of four vegan advocates featured in Sabra's The Vegans Are Coming campaign
Close-up of Sabra hummus with fresh radishes, asparagus, leafy greens, and naan packed in a wooden crate

RESULTS

The campaign won the Public Relations Society of America's 2020 Award of Excellence for Integrated Communications.

100

Rescue Kits Hand-Delivered

7

Celebrity Partners

2020

PRSA Award of Excellence

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