To promote its taste in a crowded hummus market in Israel, Achla Hummus, the country's number two packaged brand, set up a restaurant in Tel Aviv serving its product unbranded. In a campaign by BBR Saatchi & Saatchi, diners were invited to "pay by taste" based on what they thought the hummus was worth. It got rave reviews from consumers and food critics alike, and word spread on social media. After two weeks, the brand revealed the stunt and then kicked off a TV, print and digital campaign on the back of it. The brand served over 2000 diners during the campaign, paying 20% more than the price of an average plate of hummus (the money went to charity). Sales of the product rose by 71% as a result.