NBCUniversal Teams with Sabra to Take Viewers from 'Pan to the Pan Up'

The NBCU Content Studio and Sabra® Dipping Company today announced a cross-portfolio partnership to launch a satirical campaign inspired by popular culinary how-to videos. This is the first major partnership for The NBCU Content Studio, which was formed in March to serve as a developer, producer and distributor of original content on behalf of brands.

The original series of videos, conceptualized and created by NBCUniversal, will drive awareness for Sabra's Veggie Fusion Guacamole line. The campaign will run across social and digital networks including the NBCUniversal and Vox Media portfolios of digital properties through the two companies' joint Concert offering, the largest premium content and audience inventory available in the marketplace. It will be anchored by content running on the social pages of Bravo, E! and TODAY and be further amplified through NBCUniversal's Social Synch, which connects advertisers to NBCUniversal programming and talent to drive social conversations.

Through this comprehensive distribution, Sabra's videos will have access to a reach of over 140 million unique visitors across NBCUniversal and Vox Media's digital properties and nearly 50 million social followers from the NBCUniversal specific pages. The content will also live on Sabra's brand channels.

"Working collaboratively with an innovative, new brand partner like Sabra®, allowed us to experiment and create a new type of storyline that taps into the cultural food zeitgeist," said Wendy Wildfeuer, Senior Vice President, The NBCU Content Studio, NBCUniversal. "We leaned into our proprietary insights, storytelling and production expertise, and contextually aligned networks in our portfolio to build a new Sabra content platform".

Memes and GIFs will also be created to be engaged with on Sabra's social pages. Content distribution will incorporate use of data-targeting to ensure delivery to Sabra Veggie Fusion key audiences.

"We're delighted to work with The NBCU Content Studio to create relevant and relatable original content for the launch of Sabra's first innovation of 2016, Sabra® Veggie Fusions Guacamole," said Tracy Luckow, Marketing Director, Sabra® Dipping Company. "The access to NBCUniversal's storytelling expertise combined with their scale and targeting for distribution is a win-win for us as we share this new product that has already moved more than 1 million units since its release earlier this month."

Each short form video celebrates the often realistic and underwhelming results of what really happens in kitchens across the country, having fun with what can go wrong by breaking the fourth wall. Sabra® Veggie Fusions Guacamole will be featured in the content which will run across all platforms and brand channels beginning today, June 30.

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