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.