Hummus Brand Sets Up "Tasting Restaurant" To Impress Israeli Foodies

Achal Hummus invited customers to "pay by taste" for unbranded product

Published on May 28, 2013

Editor's Pick

To promote its taste in a crowded hummus market in Israel, Achla Hummus, the country's number two packaged brand, set up a restaurant in Tel Aviv serving its product unbranded. In a campaign by BBR Saatchi & Saatchi, diners were invited to "pay by taste" based on what they thought the hummus was worth. It got rave reviews from consumers and food critics alike, and word spread on social media. After two weeks, the brand revealed the stunt and then kicked off a TV, print and digital campaign on the back of it. The brand served over 2000 diners during the campaign, paying 20% more than the price of an average plate of hummus (the money went to charity).  Sales of the product rose by 71% as a result.

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May 28, 2013
BBR Saatchi & Saatchi Tel Aviv
Yossi Lubaton
Achla Hummus
Chief Creative Officer:
Nadav Pressman
Creative Director:
Amir Ariely
Account Group Head:
Nir Federbush
Account Supervisor:
Lee Bryn
Account Executive:
Aviv Mulicandov
Planning Supervisor:
Nir Avraham
Creative Planner:
Doron Bar-Gil
VP of Production:
Dorit Gvilli
Agency Producer:
Bosmat Marmarely
Post Production:
Itay Marom
Ofer Meiri
Oded Bin Nun

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