In Israel, hummus is a pilar of the culture.
In order to prove that its product is as good as homemade hummus served in restaurants, Achla Hummus set up a "taste test". It opened a restaurant that served its packaged product, without the customers knowing it, and invited them to "pay by taste", according to what they thought the hummus was worth. The customers turned out to be satisfied and surprised when the secret was revealed. The action generated lots of reactions on social media and was followed by a multi-channel advertising campaign. In 2 weeks, the restaurant attracted over 2,000 customers who paid 20% more than the average price of a plate of hummus. The money was then given to charity. The stunt enabled Achla Hummus to have its sales rise by 71,3% and to prove that its product is as good and tasty as homemade hummus.