In Sabra’s inaugural Super Bowl spot, an eclectic cast is brought together over their love of hummus.

The stars of Sabra’s second-quarter ad from VaynerMedia include “Real Housewives of New Jersey” Teresa Giudice and Caroline Manzo, drag queens Kim Chi and Miz Cracker, and rapper T-Pain. The celebrity-filled cast show off “how they ‘muss,” or enjoy hummus, by dipping, spreading and snacking with a variety of foods that buck the traditional accompanying pita chips.

Sabra’s first foray into the Super Bowl comes as sales in the hummus category have slowed from what brand CMO Jason Levine said was “very strong” growth over the past 10 to 15 years, Ad Age reports.

Only about one-third of U.S. households buy hummus on an annual basis. Levine said one reason hummus doesn’t have more wide-spread use is because it has been “narrowly defined.” Typically, we see pita chips, celery and carrots used to dip, but Levine said people are dipping all kinds of food in hummus, like pizza and wings.

Levine called the 30-second commercial’s strategy “personalization at scale,” with something for everyone. 

BRAND: Sabra

AGENCY: VaynerMedia

QUARTER AIRED: Q2

SUPER BOWL: LIV

YEAR: 2020