Hippeas makes organic chickpea puffs with a peace-movement brand — Starbucks distribution at launch, $50M raised, Justin Timberlake investor.
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See all ads on AdLibrary →Hippeas launched in 2016 with organic chickpea puffs and a counterculture-inspired brand identity anchored by the 'Give Peas a Chance' campaign. The brand secured early Starbucks distribution, raising its profile rapidly, and brought in celebrity investors (Justin Timberlake among them) in a $50M round. Today Hippeas is a leading better-for-you snack at major grocery chains.
Hippeas built brand awareness through a combination of celebrity association, earned PR (Starbucks deal, Justin Timberlake investment), and a distinctive visual and verbal identity. The 'Give Peas a Chance' wordplay created a brand-safe cultural moment that drove significant earned media. Paid social amplifies their vibrant, colorful creative to the organic/plant-based snack shopper. Browse Hippeas ads on AdLibrary.
Hippeas' social ads are among the most visually distinctive in the better-for-you snack category — bright colors, playful typography, and hippie-inspired peace imagery. They target plant-based and organic consumers with lifestyle-forward creative. Product photography shows the puffs in fun, social settings. Flavor variety and retail availability ads support both brand and conversion goals.
Core themes: (1) 'Give Peas a Chance' and peace-movement wordplay throughout; (2) chickpea plant protein and organic certification; (3) good vibes, sharing, and social snacking occasions; (4) celebrity/cultural credibility signals. Brand voice is playful, optimistic, and unapologetically on-trend with Gen Z and millennial plant-based consumers.
Hippeas shows the power of a distribution-as-marketing insight: getting into Starbucks at launch gave them instant scale and credibility that would have taken years of advertising to build. Their celebrity investor strategy also generated press that functioned as free advertising. For food brands: a single landmark placement or partnership announcement can outperform months of paid media spend if it's genuinely newsworthy.
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