Sabra Mixes Webisodes for Taste Intervention

Sabra Dipping Company specializes in making the exotic mainstream in the U.S. with its line of Mediterranean hummus and dips. But when it sent the mainstream – in the person of Philadelphia firefighter Ray Clothier – to the exotic environment of Turkey, the company found it to be a story compelling enough to warrant its own web series which launched this week on the brand’s website, YouTube channel and Facebook page.

Clothier, who  had never before traveled outside of the U.S., was the winner of Sabra’s “Taste Intervention” campaign, in which participants explained how they needed to get out of their food ruts and try something more adventurous. Clothier said he wanted to be able to cook better meals for his fellow firefighters at Fire Station 56.

Sabra, a joint venture of the Strauss Group and the Frito-Lay North America division of PepsiCo., captured Clothier’s experiences in Turkey, including a belly dancing lesson, visiting local markets and learning Mediterranean cooking techniques –and talking about how the trip changed his life.

Before the latest web series, Sabra’s “Taste Intervention” campaign featured television and online ads – available on the brand’s  – with scenes such as a mother being confronted by her family as she desperately declares, “I’ve never done spray cheese,” and being urged to try Sabra hummus for something new and healthy.

The webisodes tie in nicely with Sabra’s larger theme of “Adventure Awaits” as viewers follow Clothier’s adventures in Turkey. Four webisodes are scheduled so far through March 1, with a new episode appearing each Tuesday.

Here's some background on the brand's Taste Intervention campaign, from StrawberryFrog: