The Hummus Stunt

At Try.ie we believe that a great way for brands to prove they are the best, is to let you try their products! When Hummus Achla had trouble convincing people they were just as good as the authentic hummus restaurants make, they did just that; let potential clients try it! Hummus Achla does a great job at creating the ultimate 'try it first' brand experience we've seen to date!

In Israel, hummus is loved by all. No one can agree on which is the best but what they can agree on is that packaged hummus is not as good as the restaurant made hummus.Hummus Achla, the no.2 packaged brand, decided to change that perception.

What did they do to change everyone's perceptions?

Opened a 'pay by taste' authentic hummus restaurant in the heart of Tel Aviv and serve only Hummus Achla without customers knowing it. The 'pay by taste' concept got everyone talking in Tel Aviv talking-- even the food critics! For two weeks the place was flooded with customers who decided to pay an average of 21% over what the product was actually worth. 

After the two weeks were over, they launched a public campaign through television, internet, newspapers and social media telling everyone about the stunt. Reactions were priceless and sales of the product skyrocketed by 71%. 

Watch the stunt here;

If you'd like to try free product samples visit our website at www.try.ie and register yourself for our 'try before you buy' project! Products samples will be launched soon!