As Featured by The Drum, MediaPost & The Drum Again (as best creative)
Hummus Republic – a Mediterranean fast-casual chain that’s all about sharing the love of healthy, customizable bowls and wraps – is spreading more than just chickpeas.
With a new out-of-home (OOH) campaign running until November 29 in Los Angeles, the company is calling for unity with the message, ‘Spread Hummus, Not Hate.’
Developed with Brikman Advertising, the billboards have gone up in prime LA spots, including the Ventura 101 Freeway, to serve as a gentle nudge toward kindness and unity in a climate of political polarization. T
he work – led by art director Alec Faught – displays bold messages next to fresh veggies and a generous scoop of hummus.
“This campaign started as a spontaneous idea – a simple phrase we tossed around internally, with no brief or formal planning,” said Brikman Advertising’s creative director, Yarden Brikman. “Then suddenly, it all came together.”
With billboards calling for people to “spread hummus, not hate,” Hummus Republic offers passersby a much-needed reminder to prioritize togetherness through the universal love of food and humor.
“We’re thrilled to spread a message of unity and hope during a divisive time,” Brikman added. “Hummus has always been about bringing people together – sharing food and moments.”
Hummus Republic – a Mediterranean fast-casual chain that’s all about sharing the love of healthy, customizable bowls and wraps – is spreading more than just chickpeas.
With a new out-of-home (OOH) campaign running until November 29 in Los Angeles, the company is calling for unity with the message, ‘Spread Hummus, Not Hate.’
Developed with Brikman Advertising, the billboards have gone up in prime LA spots, including the Ventura 101 Freeway, to serve as a gentle nudge toward kindness and unity in a climate of political polarization. T
he work – led by art director Alec Faught – displays bold messages next to fresh veggies and a generous scoop of hummus.
“This campaign started as a spontaneous idea – a simple phrase we tossed around internally, with no brief or formal planning,” said Brikman Advertising’s creative director, Yarden Brikman. “Then suddenly, it all came together.”
With billboards calling for people to “spread hummus, not hate,” Hummus Republic offers passersby a much-needed reminder to prioritize togetherness through the universal love of food and humor.
“We’re thrilled to spread a message of unity and hope during a divisive time,” Brikman added. “Hummus has always been about bringing people together – sharing food and moments.”
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