Tribe dips into PR for new hummus line

BOSTON, MA: Hummus manufacturer Tribe Mediterranean Foods launched a PR-heavy campaign promoting Tribe Origins, its new line of four flavors slated to hit shelves in mid- to late July.

BOSTON, MA: Hummus manufacturer Tribe Mediterranean Foods launched a PR-heavy campaign promoting Tribe Origins, its new line of four flavors slated to hit shelves in mid- to late July. The campaign includes an iPhone app, sampling tour, social media, and traditional PR, as well as radio and print advertising.

Working with AOR Formula PR, the company will release Tribe-branded sampling vehicles at local outdoor events in key markets, including Boston, New York, Philadelphia, San Francisco, DC, and Chicago.   

During the events, which kick off in August and culminate in October, brand ambassadors from Formula will sample product and distribute an “all-natural index,” a tip sheet and test for consumers to find out “how well they're living the all-natural lifestyle.”

The launch, largely crafted around a message about the health benefits of hummus, is part of an overall consumer effort to build on the company's “all-natural” positioning, explained Gitti Crowley, VP of marketing at Tribe.

“There's a growing trend where consumers are very interested in the foods they put in their bodies,” she says. “We talk to consumers and tell them about it being ‘all natural.' It's a huge selling point.”

Also in August, to reach its female, 25-44-year-old audience, the team will launch a new Facebook page and iPhone application that detects “all-natural locations,” such as farmers markets or organic grocery stores, in a user's area.

Consumers will be able to download the app from its www.tribehummus.com website that relaunched last week, when the company officially unveiled the product at the Summer Fancy Food Show, a press conference, and a cocktail event in New York City.

“One of the things we want to be able to do is leverage what's going on during our event marketing,” she says. “We'll have folks taking pictures and videos at the events so we can upload them.”

The team will also conduct media outreach to women's books and health-oriented outlets.

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