With Trump’s re-election creating a nationwide divide, Brikman Advertising and Hummus Republic are calling for unity.
In the wake of Donald Trump’s victory over Kamala Harris on WednesdayHummus Republic – a Mediterranean fast-casual chain that’s all about sharing the love for healthy, customizable bowls and wraps – is spreading more than just chickpeas.
With a new out-of-home (OOH) campaign running through November 29 in Los Angeles, the company is calling for unity with the message: “Spread hummus, not hate.”
Developed in partnership with Brikman Advertising, the billboards have been placed in prime locations in LA, 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 – features bold messages alongside fresh vegetables and a generous scoop of hummus.
“This campaign started as a spontaneous idea – a simple phrase that we tossed around internally, with no short or formal planning,” said Yarden Brikman, creative director of Brikman Advertising. “Then suddenly it all came together.”
Trump’s campaign has reportedly done so spent up to $215 million on ads targeting only transgender people – a move that many see as deeply divisive. Civil rights attorney Burt Neuborne and political theorist William E. Connolly have argued that Trump’s rhetoric relies on falsehoods, personal attacks, and xenophobic narratives reminiscent of tactics used by historic fascist movements.
With billboards calling on people to “spread hummus, don’t hate it,” Hummus Republic offers passersby a much-needed reminder to prioritize togetherness through the universal love of food and humor.
“We are thrilled to spread a message of unity and hope in a divisive time,” Brikman added. “Hummus has always been about bringing people together, sharing food and moments.”
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