Martin Agency wins Sabra account

The Martin Agency is the new advertising agency of record for Sabra Dipping Co., the international hummus manufacturer with a major plant in Chesterfield County.

Martin CEO Matt Williams said the Richmond-based 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.”

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.

“Brand ideas can accelerate an already fast-growing company,” Williams said.

Ad agency OMD, known as Optimum Media Direction, will still handle Sabra’s media planning and buying. Sabra spends about $15 million a year on media, according to AdWeek.

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.

The 250,000-square-foot plant employees 500 people, and the company plans to add 70 positions by the end of 2015.

The Martin Agency will handle strategic and creative development of ad campaigns for Sabra. It also will manage digital media campaigns and social media strategy.

The Sabra deal and other new contracts will lead to an expansion of Martin’s workforce in 2015, Williams said, although he said the company does not yet know exactly how many jobs it will add.

 

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