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 the hummus, don’t hate.”

Developed with Brikman Advertising, the billboards went up in prime Los Angeles locations, including the Ventura 101 Freeway, to serve as a gentle call to 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 vegetables and a generous scoop of hummus.

“This campaign started as a spontaneous idea—a simple phrase that we threw around inside without a brief or formal planning,” said Brikman Advertising Creative Director Yarden Brikman. “Then, suddenly, it all came together.”

Meanwhile, Trump’s campaign was on spent up to $215 million on ads targeting transgender people alone – a move many find deeply divisive. Civil rights lawyer Burt Neuborne and political theorist William E. Connolly argued that Trump’s rhetoric relies on lies, personal attacks, and xenophobic narratives reminiscent of tactics used by historical fascist movements.

With billboards calling on people to “spread the hummus, not the hate,” Hummus Republic offers passers-by a much-needed reminder to prioritize unity through the universal love of food and humor.

“We are excited to spread a message of unity and hope in a time of division,” added Brikman. “Hummus has always been about bringing people together — sharing food and moments.”

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