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Emma Chamberlain was making a charcuterie board in a TikTok video. It wouldn’t normally be of concern for Mediterranean fast casual chain Cava, until a tub of Cava spicy hummus entered the frame.
Chamberlain’s snack was treasure for Cava, who seized on the opportunity to collaborate with the Gen Z superstar.
“We as a group sat and really thought, ‘This is big.’ How can we engage with Emma?” said Cava’s senior vice president of brand and marketing, Anna Faktorovich, who said the video came to the brand’s attention as a result of an “eagle-eyed” sighting from the friend of someone on Cava’s social team.