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ליקוטי שמואל — Metzora 5784

Выпуск: ליקוטי שמואל — Metzora 5784. Темы: kashrut. Поисковые термины: кашрут, кошер, kosher, kashrut, כשרות, כשר. Instead, they focus on capturing the essence of a brand, which came to “crave-ability, comforting, inviting and welcoming … and just amplifying them.” The rebrand, which was three years in the making, is not without risk, especially for products that have looked the same for decades. It requires a delicate balance of avoiding “antagonizing your legacy market … and yet doing something modern enough to catch the eye of the new market,” said Barbara Kahn, a marketing professor at the University of Pennsylvania’s Wharton School. Just like many American families do “Taco Tuesdays,” Seidman envisions a “Matzoh Ball Mondays” for “a consumer who doesn’t necessarily need to only buy foods that they’re used to.” Meanwhile, Manischewitz doesn’t want to play down its heritage. Consumers could have trouble finding the product (though this may be less of an issue for Manischewitz because most supermarkets don’t have a huge selection of Kosher items) or think the quality of the product has changed, Kahn said. It “should be a culinary destination.” The rollout comes just in time for Passover, which begins the evening of April 22, when many households abstain from leavened bread and turn to one of the company’s biggest products: matzoh. It’s a huge growth moment and opportunity.” JKR conducted research among a range of consumers, from those who keep Kosher to those who are more “food curious,” Smith said, and considered designs that could be considered timeless. Shoppers will now also find Manischewitz’s gefilte fish, egg noodles and macaroons encased in new packaging adorned with Hebrew-inspired accents, illustrated characters and hues of reds, oranges, yellows and browns. The creative team leaned into the brand’s Jewish roots while attempting to appeal to an 3 audience that is “much more open to all different types of food,” said Lisa Smith, global executive creative director at JKR. (Manischewitz is not to be confused with Manischewitz Wines, which is a separate company.) Privately held Kayco partnered with JKR Global, the agency behind the branding of Dunkin’, Burger King, Uber and Fanta. The rebrand is meant to broaden its appeal to new generations, especially those who enjoy trying different cuisines, said Shani Seidman, chief marketing officer of Manische

Издание

ליקוטי שמואל

Дата

19 апреля 2024 г.

Страниц

4

Темы: kashrut