"Spread hummus, not hate" slogan by Hummus Republic, with logos of Ads of the World, Campaign, The Drum, and MediaPost below it.

Elections are always a time of the highest engagement possible. Especially when it was Trump vs Kamala.

We saw in our office that the country is dividing, and we wanted to use the platform we have as Hummus Republic to try to send a positive message in such troubled times. What started as an office initiative, led to a full OOH, billboard campaign that gain mass of brand awareness

Outdoor green mural with the text 'Spread Hummus Not Hate' and an image of a salad bowl, advertising Hummus Republic on a city sidewalk.

And the comments come as fast as a bowl in Hummus Republic.

Logos of Campaign US, The Drum, and MediaPost in black and white.

Our creative Director got interviewd:


“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.”

Besides the press coverage, we also was mentioned as the Creative of the week by “The drum”:

Screenshot of The Drum article featuring best ads, titled 'Best Ads of the Week: Sainsbury’s whimsical Xmas ad & an anti-hate hummus billboard,' highlighting a hummus billboard with the message 'Spread Hummus, Not Hate.'"