Manischewitz, the popular kosher food aisle firm, is rebranding its products. The matzo maker’s makeover comes just weeks before Passover starts April 22.
A video posted by the brand on Facebook last month highlights a new typeface, illustrated figures on packaging, and a red, orange and yellow scheme.
Yiddish words are also featured, with the video showing off slogans like “delicious food’s always been our shtick” and “I’m cooking my tuchus off.” The brand’s website offers merchandise such as a tank top reading “Man I shvitz,” referring to sweating, and a tote bag that says “schlep,” or carry.
Other planned slogans include “Manischewitz, soup with chutzpah” and “Bubby knows best but we are a close second,” according to Jewish News Syndicate. Bubby is Yiddish for grandmother.
Manischewitz Wines are separate from the food brand, according to JNS.
Manischewitz aims to expand its market to gentile consumers.
“We want to invite everyone to the table and reach that consumer who knows about Jewish culture and food but may be coming to us for the first time or the first time in a while, without alienating previous customers,” Shani Seidman, chief marketing officer for Manischewitz’s parent company Kayco, told Ad Age.
Reengaging previous consumers who may no longer hew to kosher laws is also a goal for the rebrand.
“The kosher aisle has been shrinking as more people have felt more comfortable not being as strictly kosher. We wanted to reignite that Jewish-American culture and remind them of the deliciousness of this cuisine,” Lisa Smith, global executive creative director at the Jones Knowles Ritchie marketing agency behind the rebrand, told Ad Age.