What makes this Passover different from all other Passovers? It could be a box of matzo on your kitchen table.
Manischewitz, the 136-year-old kosher food brand synonymous with Passover, has changed its look to attract new customers, especially those who are culturally curious. The new tangerine packaging and arched logo are a complete reimagining of a range of foods commonly consumed during the eight days of the year when Jews commemorate their liberation from slavery in ancient Egypt.
Shani Seidman, chief marketing officer of Manischewitz's parent company Keiko, said the rebrand is aimed at broadening its appeal to a new generation, especially one that enjoys trying different cuisines. “We serve authentic Jewish food, and we feel like there are a lot of opportunities to invite everyone to come explore the kosher aisle,” she said. It “should be a culinary destination.”
The rollout comes just in time for Passover, which begins on the evening of April 22, when many households forego leavened bread and turn to matzoh, one of the company's biggest products. Shoppers can now enjoy Manischewitz's Gefilte Fish and Egg Noodles wrapped in new packaging adorned with Hebrew-inspired accents, illustrated characters, and shades of red, orange, yellow, and brown. , you'll also find macarons. And new products are in the works, from cheeky goodies to frozen matzo balls and knives.
(Do not confuse Manischewitz with Manischewitz Wines, which is a separate company.)
Keiko, a privately held company, partnered with JKR Global, the agency responsible for branding for Dunkin', Burger King, Uber and Fanta. Lisa Smith, JKR's global executive creative director, said the creative team tried to lean into the brand's Jewish roots while appealing to an audience that is “more open to all kinds of food.” Told. She said, “So why not celebrate a food that so many people love and spread it even more? It's a huge growth moment and opportunity.”
Smith said JKR surveyed a wide range of consumers, from those who keep kosher to those who are “food-obsessed,” to consider designs that they thought would be timeless.
“We don't try to be trendy for the sake of being trendy,” she said. Instead, they focus on capturing the brand's essence of “seeking, comforting, inviting, welcoming…and amplifying empowerment.”
A three-year rebrand isn't without its risks, especially for a product that hasn't changed its appearance for decades. Barbara Kahn, a marketing professor at the Wharton School at the University of Pennsylvania, says it's a delicate balance of “doing something modern enough to attract the attention of new markets while not antagonizing legacy markets.” says.
Consumers may have a hard time finding the product (although most supermarkets don't have a large selection of kosher products, so this may not be as much of an issue for Manischewitz), or It is possible to think that the quality of the product has changed, Khan said.
“If your packaging is that different, you run that risk. I don't know if that's going to happen in this case, but there are examples of that.” Tropicana's 2009 rebranding This is a textbook example. The orange juice boxes were so unrecognizable that sales fell by 20%, resulting in a loss of $30 million.
But Mr. Manischewitz has to play the long game, said Jonathan Lebab, a marketing professor at Stanford University's Graduate School of Business. The loyal customer base is small and many are aging. “Older people have a nasty habit of not buying things and disappearing,” he says. “And when they're gone, you don't want your brand to die with them.”
Rebab said brands need to adapt to changes in the market and find ways to excite customers and lead them to buy their products. That's one reason Manischewitz is leaning toward expanding its frozen food and snack offerings (now under the Manische name).
“The goal here is to be a 24/7 brand,” Seidman said.
Another way to maintain the brand is to convince consumers that the brand stands alongside other cuisines such as Indian, Chinese and Mexican, Khan said. Similar to how many American families have Taco Tuesday, Seidman envisions Matzo Ball Monday for consumers who don't have to buy just the foods they're used to. .
Manischewitz, on the other hand, doesn't want to disrespect that tradition. The brand sells T-shirts featuring puns such as “Man I Shvitz” and references to Yiddish, as well as tote bags with “Schlep” written next to the brand's logo.
“We didn't want to become more mainstream so mainstream consumers would like us,” she said. “We want to be who we are so that mainstream consumers say, ‘I want to try that.’”
