Take Freedom Back

For years, Tiv Taam — one of Israel’s most distinctive supermarket chains — has been built around a clear and consistent belief: the freedom to choose.

In a market where religious regulations often influence when people can shop and what they are allowed to buy, Tiv Taam has long championed a different philosophy — one that celebrates personal choice, openness, and the simple idea of live and let live.

The brand welcomes everyone, regardless of religion, gender, or background, and believes that what people choose to eat, buy, or celebrate should always remain their own decision.

When millions of Iranians began voicing their desire for greater personal freedom, Tiv Taam saw an opportunity to extend its long-standing brand belief beyond its usual audience.

Instead of speaking in Hebrew to Israeli consumers, the brand launched a campaign entirely in Persian, addressing the Iranian people directly with a message rooted in the same philosophy Tiv Taam has stood for for years: the freedom to choose belongs to everyone.

To make the message authentic and culturally resonant, the film was narrated in Persian by Beni Sabti, an Iranian-born expert and commentator frequently featured on Israel’s central news broadcast.

In a powerful moment during the main evening news, Sabti addressed the Iranian public directly in Persian, encouraging them to reclaim their freedom. Immediately following that segment, Tiv Taam’s commercial aired — continuing the message with the brand’s long-standing belief in the freedom to choose.

The campaign ran across digital and social platforms, bringing Tiv Taam’s philosophy of personal freedom to a new audience.

Because freedom of choice is not just a retail value.
It’s a human one.