NBCUniversal revealed plans to launch a satirical campaign inspired by culinary how-to videos as part of its first major partnership through a new studio designed to develop, produce and distribute original content on behalf of brands.

NBCU Content Studio, which launched in March, will work with Sabra Dipping Company to create short form video that 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.”

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The spots will promote Sabra’s Veggie Fusions Guacamole line, which will be featured in the content. Beginning June 30, the videos will run across all NBCUniversal and Vox Media social and digital networks, including Bravo, E! And Today, as as well as on NBCUniversal’s Social Synch, which connects advertisers to NBCUniversal programming and talent to drive social conversations. 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,” Wendy Wildfeuer, senior vice president, The NBCU Content Studio, NBCUniversal, said in a press released. “We leaned into our proprietary insights, storytelling and production expertise, and contextually aligned networks in our portfolio to build a new Sabra content platform.”

Through the partnership, the videos will have access to a reach of more than 140 million unique visitors and nearly 50 million social followers from the NBCUniversal specific pages, according to the network. NBCU Content Studio will also create memes and GIFs for Sabra’s social pages, and content distribution will incorporate use of data-targeting to to reach 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.”


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