Ithaca Hummus

In late Fall of 2024, Ithaca launched our newest hummus flavor, Black Bean. Before this new product hit shelves, we built anticipation through email and social. To generate buzz, we sent an exclusive first taste (plus limited-edition swag) to micro-influencers and our most engaged fans.

Once in stores, we leveraged digital touchpoints like email and our website, offering Aisle in-store rebate incentives, and enhancing visibility through in-store signage.