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
San Diego
1215 Cushman Ave
San Diego
CA
92110
619.234.0345
Los Angeles
810 Parkview Drive N
El Segundo
CA
90245
310.578.7050
Chicago
36 E. Grand Ave.
Chicago
IL
60611
312.229.0605

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