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".Videos