Tribe Origins - Consumer Engagement Campaign

Story

Made from a few simple ingredients and nothing more, Tribe Origins hummus is all-natural, simple and delicious. Seeking to communicate this positioning, raise brand awareness, and get the product in the hands of health-conscious women ages 25-45, Tribe tasked Havas Street with executing an experiential sampling program in key regional markets that would challenge competitors while connecting with consumers and generating positive press coverage.

Tactics

  • Conduct a mobile promotional tour utilizing guerilla marketing, marquee events, retail shops, and radio buys in six key markets
  • Utilize six Tribe Origins vehicles as mobile sampling stations
  • Implement promotional teams comprised of a tour manager, assistant tour manager, and multiple brand ambassadors
  • Educate consumers by having them calculate their ANI (All Natural Index), suggesting healthier alternatives that incorporate Tribe Origins products
  • Attract new consumers using scratch tickets to win Tribe Origins T-shirts
  • Create an integrated approach using PR tactics to increase brand awareness

Results

  • The Tribe Origins tour made an impression on approximately 1,135,062 consumers in six key markets—New England, New York, Washington, D.C./Baltimore, Philadelphia, Chicago, and San Francisco
  • The Tribe teams engaged with 620,068 consumers in the target demographic (health-conscious women, ages 25-35)
  • A total of 249,787 samples were distributed across 305 activation days
  • Tribe vehicle garnered 2,164,773 mobile impressions

Havas Formula

New York
200 Hudson St. 7th Fl.
New York
NY
10013
212.219.0321
Los Angeles
810 Parkview Drive N
El Segundo
CA
90245
310.578.7050
San Diego
1215 Cushman Ave
San Diego
CA
92110
619.234.0345

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