PAY AS YOU WISH by BBR Saatchi & Saatchi Israel for Strauss Group

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PAY AS YOU WISH

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Industry Chocolate
Media Direct marketing
Market Israel
Agency BBR Saatchi & Saatchi Israel
Director Oded Bin Non
Creative Director Amir Ariely
Producer Bosmat Marmarely
Account Supervisor Lee Bryn
Released May 2013

Credits & Description

Advertiser: STRAUSS GROUP
Agency: BAUMANN BER RIVNAY SAATCHI & SAATCHI
Category: Fast Moving Consumer Goods
Advertising campaign: PAY AS YOU WISH
Creative Director: Amir Ariely (Baumann Ber Rivnay Saatchi & Saatchi)
Vice President/Production/Content: Dorit Gvili (Baumann Ber Rivnay Saatchi & Saatchi)
DOP: Itay Neaman
Account Supervisor: Lee Bryn (Baumann Ber Rivnay Saatchi & Saatchi)
Vice President/Creative Director: Nadav Pressman (Baumann Ber Rivnay Saatchi & Saatchi)
Producer: Bosmat Marmarely (Baumann Ber Rivnay Saatchi & Saatchi)
Vice President/Group Account Head: Nir Federbush (Baumann Ber Rivnay Saatchi & Saatchi)
Director: Oded Bin Non
Chief Executive Officer: Yossi Lubaton (Baumann Ber Rivnay Saatchi & Saatchi)

Implementation
The general consensus among Israelis is that packaged hummus is never as good as the stuff you get in restaurants, so Achla duly opened up a pop-up restaurant called ‘Avi’s Hummus’, but didn’t tell their customers that the hummus they were eating was exactly the same as can be bought at any supermarket. The restaurant also operated a novel ‘pay by taste’ policy. The prospect of cheap (or even free) hummus got people talking, telling their friends and bringing more and more people to taste Achla’s hummus.

Client Brief Or Objective
This campaign set out to prove the excellent quality and freshness of Achla hummus. All Israelis love hummus, and each has their own opinion on where to find the best hummus. The strategy was to send Achla right into the center of this debate, by opening a hummus bar in the heart of Tel Aviv, where people come from far and wide to get their favourite dish. What looked like an independent hummus restaurant was, without the customers’ knowledge, in fact serving Achla hummus, a popular packaged hummus brand sold in supermarkets across the country.

Outcome
The restaurant attracted over 2000 customers during the two weeks it was open, and they paid on average 25 shekels, which is 20% more than the average price of a hummus meal. Consumers’ responses to the hummus they received at ‘Avi’s Hummus’ were massively complimentary, e.g. “love at first bite”. Even Time Out Tel Aviv’s restaurant critic had great things to say, and had no idea he was being served something that could have been bought off a supermarket shelf. Once the secret had been revealed Achla experienced a 64% rise in sales, and a 30% rise in market share.

Execution
Opening a temporary restaurant and serving Achla hummus in this format was the best way to get people to try the product, and letting them pay however much they wished allowed us to see what they really thought of it. When we revealed the secret behind the hummus bar, people had no choice but to open their minds to shop-bought Achla hummus. As the restaurant closed its doors, all takings were donated to charity.