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

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.
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