Israelis love hummus. Yet, no-one can ever agree on which hummus is the best. But there is one thing that everyone agrees on – packaged hummus is nowhere as good as authentic restaurant hummus. And so, we decided to change that perception with “Hummus Achla” – Israel’s No.2 packaged hummus brand – with the ultimate taste test. The idea: Open a hummus restaurant in the heart of Tel Aviv, which serves packaged hummus without the clients knowing it. We opened “Avi’s Hummus”- an authentic-looking hummus restaurant and to get people talking we invited diners to “pay by taste”. Pay any amount they think the hummus is worth. That alone got the restaurant packed with diners. And the compliments also started flooding in. Everyone was talking about this “pay by taste” hummus place, including the food critics. The amounts of money that people paid after their meal surprised even us. After two weeks we exposed our stunt to the people at the restaurant and then launched a campaign on TV, print, internet, and on social media revealing the secret behind the restaurant to the entire nation.
Advertising Agency: BBR Saatchi & Saatchi, Israel
CEO: Yossi Lubaton
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
Planner: Doron Bar- Gil
VP Production: Dorit Gvili
Agency producer: Bosmat Marmareli
Post Production: Broadcast
Photographer: Itay Marom
Music: Ofer Meiri
Director: Oded Bin Nun
Released: May 2013
