Copywriting, Concept, POS Signage, Website, Walmart Activation & Social

TRIBE HUMMUS: Retail Campaign & Activations

TRIBE SOMETHING NEW

Tribe Hummus is perfect for spreading on anything, dipping into with everything or adding to whatever is on the menu, which brings on many "Wow, I never thought of that" hummus occasions. We wanted to inspire those “wow” snacking moments for shoppers by using a mouthful of words and an eyeful of hummus to showcase Tribe's delicious flavors. We called our campaign "Tribe Something New" to give shoppers a call-to-action to add Tribe hummus to any snack or occasion.

A laptop displaying a website with a wooden platter of baguette slices and topped toasts with colorful toppings, a container of hummus, and a bowl of chopped tomatoes, with text asking "How do you hummus?"

The first step was a redesign of Tribe’s website.

  • A webpage featuring a red background with a container showing a container of Tribe Fiery Sriracha Hummus and some red chili peppers. The webpage is for Tribe Hummus, with navigation options including 'How do you hummus?', 'What we believe', 'See the whole family', and 'Find our hummus'. The section is titled 'Spicy' with descriptive text about spicy flavors.
  • A webpage for Tribe Hummus featuring a close-up image of a container of garlic and herb hummus with a decorative label, along with fresh herbs and garlic on a bright green background.
  • Packaging of Tribe Everything Hummus, labeled gluten-free, with a large beige hummus dip garnished with seeds and herbs, set against a brown background with decorative sprigs.
  • Website page featuring flavors of Tribe hummus, specifically highlighting the Southwestern variety with a label showing roasted red pepper and jalapeno, and an illustration of chili peppers and spices.
  • A plate of hummus with pretzels arranged around it on a white plate. The image is part of a website promoting a hummus brand, with the top navigation menu containing links such as "How do you hummus?", "What we believe", "See the whole family", and "Find our hummus". The page has a bold message in orange text saying "Our hummus is perfect..." followed by a paragraph about using the hummus for spreading, dipping, or adding to meals.
  • Website displaying a variety of Tribe hummus containers, with the focus on the Classic Hummus flavor in the center.
  • Website homepage for Tribe Hummus featuring a black header with white text, playful tagline in orange reading "Inspiration For Your Hummus Moments," and a grid of various hummus products including containers of different flavors and a tray of vegetables.

We then activated a fully integrated in-store and digital campaign that spanned several retailers, from Kroger to Albertsons to Ahold to ShopRite.

Package of Tribe Everything Hummus with sesame seeds and black cumin topping, on orange background with text encouraging people to get home and smile with hummus, and a small plate of pretzels.
Two promotional flyers for Tribe Hummus. The left flyer features a blue background with a bowl of hummus and the text: "Your I actually eat celery now and like it hummus." The right flyer has an orange background with a container of Garlic and Herb Hummus at the top, and the text: "Your snacking just got a whole lot happier hummus." It also advertises 75 cents off any Tribe Swirl 10 oz. hummus.
A promotional advertisement for Tribe Hummus featuring a bowl of hummus with a red swirl design, two triangular pita chips, and a small container of Tribe Fiery Sriracha Hummus. The background has black and orange elements with a slogan in bold letters: "Your turn up the heat on movie night hummus." The Tribe logo and product description are visible.
A food advertisement featuring a bowl of hummus garnished with herbs, alongside two triangular pita chips. The ad includes text that reads, "Your after work before dinner snack hummus" and "Tribe Mediterranean Style Hummus" logo, with a blue background and additional pita chips.

For Walmart exclusively, we created a back-to-school activation, ranging from in-store sampling to social to digital banners. Everything drove to a custom landing page on Walmart.com.

Laptop screen displaying Walmart website with an advertisement for Tribe snack hack hummus and pizza.
Screenshot of Walmart website showcasing Tribe Hummus Buddies and different flavors of hummus in small containers. The top part of the page features a plate with veggie snacks and a container of hummus, with text promoting Tribe Classic Hummus. The lower part displays four hummus flavors: Garlic & Herb Swirl, Fiery Sriracha Swirl, Sweet Red Pepper Swirl, and Salsa Swirl.
Slices of vegetarian pizza with cucumbers, shredded cheese, and small pieces of ham, next to a container of sweet red pepper hummus, carrots, and cucumber slices on a wooden surface.
Top view of a hummus dip with whole wheat toast, a half tomato, bacon strips, and lettuce on a white plate. A container of Tribe Everything Hummus is placed below the toast.
  • A tray of stuffed hard-boiled eggs filled with colorful vegetables, a container of Tribe hummus, and sliced vegetables on a wooden surface, with an advertisement indicating the hummus is available at Walmart.
  • A package of Tribe Sweet Red Pepper Hummus next to a partially sliced veggie pizza topped with cucumbers, red bell peppers, and shredded cheddar cheese on a wooden surface, with whole carrots and sliced cucumbers nearby.
  • Container of Tribe Everything Hummus next to a slice of bread with hummus spread, sliced tomatoes, bacon, lettuce, and other vegetables, with a small tomato and leafy greens nearby.
  • Individual crackers decorated with hummus, vegetables, and olives resembling animal faces, served on a light blue plate, with bowls of green peas and black olives nearby, and a container of Tribe classic hummus.

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A large, modern outdoor urban scene with a unique high-rise building featuring a colorful climbing wall on its exterior, connecting the ground level to the rooftop via a bridge. There are people walking and sitting outdoors, with some seated at tables and others walking along the sidewalk. The sky is clear and blue.
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