New billboards remind LA residents to ‘Spread Hummus, Not Hate’
Brikman Advertising and Hummus Republic dish up a call for unity.
New billboards in Los Angeles promote levity and humor after Trump's re-election / Credit: Brikman Advertising
In the wake of Donald Trump’s victory over Kamala Harris on Wednesday, Hummus Republic – a Mediterranean fast-casual chain that’s all about sharing the love of healthy, customizable bowls and wraps – is spreading more than just chickpeas.
With a new out-of-home (OOH) campaign running until November 29 in Los Angeles, the company is calling for unity with the message, ‘Spread Hummus, Not Hate.’
Developed with Brikman Advertising, the billboards have gone up in prime LA spots, including the Ventura 101 Freeway, to serve as a gentle nudge toward kindness and unity in a climate of political polarization. The work – led by art director Alec Faught and marketing directors Nir Giat and Yossi Butbul – displays bold messages next to fresh veggies and a generous scoop of hummus.
“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.”
Trump’s campaign, meanwhile, has reportedly spent up to $215m on advertisements targeting transgender people alone – a move many view as deeply divisive.
With billboards calling for people to “spread hummus, not hate,” Hummus Republic offers passersby a much-needed reminder to prioritize togetherness through the universal love of food and humor.
“We’re thrilled to spread a message of unity and hope during a divisive time,” Brikman added. “Hummus has always been about bringing people together – sharing food and moments.”
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