The US subsidiary of one of Israel’s largest food manufacturers engaged us to make over its Passover brand. Our research showed that American Jews believe there is a difference between Matzah made in the US and Israel, and they strongly prefer the latter. We used the word “Israeli” in front of each product name and featured a classic Israeli image on each package. We also created a campaign focused on the next generation of Passover celebrants, complete with Passover games and online activities for children. We engaged a panel of mommy bloggers to review the line and promote a sweepstakes and other contests we designed. Our campaign generated several million targeted exposures over a 60 day campaign leading up to the holiday.
Services: Category research | National consumer survey | Brand positioning strategy | Package design | Package copy | Pproduct photography | Introductory campaign including Sampling kits, Mommy blog tour, National contest and Sweepstakes promotion, Social media campaign and Digital advertising.