Publicis Groupe Israel has created a new campaign for the Israeli food chain “Tiv Taam” that turns Facebook hate comments into a bold print campaign

Israel of 2023 is a country more socially divided than ever before.

The judicial coup promoted by the current government has made things even worse and has split Israeli society further into polar opposites: liberal Israel and conservative Israel.

“Tiv Taam” food chain is one of the only food chains selling non-kosher food, thus attracting much antagonism from the conservative side of the country.

Collaborating with BBR advertising agency, Tiv Taam which advocates freedom of choice, has used the abusive comments made online against them into a print campaign under the headline- The Freedom to Disagree.

The message is clear – Tiv Taam is a strong brand that doesn’t hesitate to express its agenda and cleverly turns the hate comments into a biting campaign showing that freedom of speech is above all.


Advertising agency: BBR

CEO: Shelly Shamir Keinan

Creative VP: Igal Ezra

Creative Director: Gali Divon

Art Director: Omri Perry

Copywriter: Alon Triffon

Customer VP: Ran Danino

Supervisor: Michal Hizkiah

Client management: Shir Kaydan Kandil

Studio manager: Leah Weiser

Studio: Yael Lechin, Roni Rappaport

Traffic: Ronit Doanis

Source: Publicis Groupe Israel

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