Drag queens Kim Chi and Miz Cracker will be featured in a 30 second Superbowl ad for Sabra brand hummus, North America’s market share leader in the fresh hummus grocery space. The contestants/stars of past seasons of “RuPaul’s Drag Race” will tout chips and dips.

This is Sabra’s first time advertising on TV during the Super Bowl. Sabra is a a 50/50 venture between PepsiCo’s Frito Lay snack division and Israel’s Strauss Group. Jason Levine has served as the firms’s CMO for nearly a year. He formerly worked on Planter’s nuts, which will also be featured during the Superbowl telecast. He reinvigorated nuts and hopes to do the same for hummus, which is experiencing slowing growth. Hummus… it’s not just a dip for pita chips. People are finding many other things to dip in. Levine is following an inclusive “personalization at scale” strategy, to appeal to a wide variety or wide narrow niches of consumers.

At Kraft/Heinz/Mondelez/Nabisco, Levine launched the Oreo brand in Europe, spent some time on the coffee business, polished nuts at Planters, and worked on cookies and crackers.

The ad was created by VaynerMedia (which also is part of the Mr. Peanut Roast in Peace ad)

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