Aiming to change the Israeli perception of packaged hummus, Saatchi & Saatchi developed a campaign called ‘The Hummus Stunt’ where prepackaged hummus was served in a restaurant. Letting customers "pay by taste," the restaurant served the prepackaged ‘Strauss Hummus Achla’ to unsuspecting customers. Patrons were invited to taste the hummus and pay whatever they thought their meal was worth. After countless positive reviews, Saatchi revealed the trick with television spots, print ads, websites and social media.
The campaign reached over 2,000 diners who paid for the hummus generously. The average payment was 20 percent more than the average price of hummus in restaurants. As a result of this stunt, Strauss received $157,000 of unpaid media coverage. The flood of publicity helped Strauss achieve a 71 percent increase in sales.
Taste-Duping Hummus Campaigns
‘The Hummus Stunt’ Tricked Restaurant Patrons with Packa
Trend Themes
1. Packaged Food Transparency - Opportunities for innovating and marketing packaged food products that are transparent about their origins and ingredients, enticing consumers with trust and authenticity.
2. Interactive Dining Experiences - Creating immersive and interactive dining experiences that engage consumers and break the barriers between perception and reality, enhancing brand recognition and loyalty.
3. Alternative Pricing Models - Exploring alternative pricing models that empower consumers to determine the value of products or services based on their own perception and experience, fostering trust and customer satisfaction.
Industry Implications
1. Packaged Food - Disruptive innovation opportunities lie in developing transparent and trustworthy packaged food products that resonate with consumers seeking authenticity and quality.
2. Restaurant and Hospitality - Innovations in interactive dining experiences can revolutionize the restaurant and hospitality industry, creating unique brand differentiation and enhancing customer engagement.
3. Advertising and Marketing - Alternative pricing models offer disruptive innovation opportunities for advertising and marketing agencies to create campaigns that empower and engage consumers, driving brand visibility and customer loyalty.