ABOUT

Brief
As political tension rose ahead of the 2024 US elections, Hummus Republic wanted to make a statement. The goal was to speak up for unity and inclusion in a way that felt true to the brand, without diving into political controversy.

Problem
Most brands stayed quiet during the elections or risked alienating customers by taking sides. Hummus Republic needed a message that would resonate across beliefs, create emotional impact, and feel unmistakably on-brand.

Concept
The line “Spread Hummus, Not Hate” captured everything in four words. It took a food action and turned it into a human statement. It made people smile, pause, and think. And it reflected what Hummus Republic stands for: shared values, good food, and a better way to live.

Execution
We launched the campaign on large-format billboards across Los Angeles, timed around early voting and election week. The visuals were bold and minimal, letting the message take center stage. No disclaimers, no politics, just a clear point of view rooted in Mediterranean hospitality.

Results
The campaign sparked national attention.
Featured in The Drum, Campaign US, and MediaPost
Named “Creative of the Week” by The Drum
Shared widely by consumers and local influencers
Led to an increase in foot traffic, with customers referencing the billboards in-store

It was a small campaign with a big heart, proving that even in tense moments, a brand rooted in food and values can say something that brings people together.