• by Fern Siegel , November 8, 2024

The Hummus Republic, a Mediterranean fast-casual chain known for its plant-based customizable bowls, has a message for Los Angeles: “Spread Hummus, Not Hate.”

The chain, which has restaurants coast to coast, focuses on healthy eating.

The OOH creative, by Brikman Advertising, wants to promote positivity and unify communities, given our divisive times.

The work runs on billboards in Los Angeles County, including the Ventura 101 Freeway through Nov. 29.

Yarden Brikman, the agency's creative director, told Out to Launch: “This campaign started as a spontaneous idea — a simple phrase we tossed around internally, with no brief or formal planning. Then suddenly, it all came together. It was an initiative from our agency, and we’re grateful our Hummus Republic client embraced it. Hummus has always been about bringing people together — sharing food and moments.”

Las Vegas-based Brikman, an independent ad agency, has offices in Los Angeles and Tel Aviv. Client work has included Mini Cooper, Jimmy Choo and Renuar Shoes.