‘Time for a bigger advertising push’: Why hummus brand Ithaca is investing in OOH, radio now

December 02, 2021

If you’re outside of a Wegmans or Tops in Buffalo, New York this month you’ll likely spot a billboard for hummus-maker Ithaca. The billboards, which tout the brand’s new Buffalo flavor, are the brand’s first foray into out-of-home advertising and are meant to get Buffalo’s football fan base to opt for the hummus as part of game day celebrations. Read more about the strategy below.

By strategically placing the orange billboards outside of Wegmans in particular, Ithaca is hoping to get grocery shoppers to remember the brand when they are making their snack and dip purchases for football Sunday.
In this week's Digiday+ Media Briefing, media editor Kayleigh Barber explores the primary questions publishers should be asking when evaluating potential blockchain partners.
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Check out our new sister site, WorkLife, covering the future of the workplace. Here’s its top story today:

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The Digiday Media Buying and Planning Awards recognize the output of agencies as they navigate the path forward, remaining focused on demonstrating their value to brand clients in the midst of updates to the traditional business model brought forth by the pandemic. Submit by the regular deadline on December 10 to save on entries.
Download this new report to learn how marketers are advancing CTV, video and audio innovation and measurement to reach customers and increase ROI. Sponsored by StackAdapt.
Register for this virtual event on December 15 at 2 p.m. EST for conversations with experts on the evolving importance of CTV for marketing teams. Sponsored by MNTN.

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