Amy Stern - 06/18/2020

Letting Millions Know How To Break With Tradition

Challenge

Manischewitz, America’s #1 producer of kosher food products, was seeking to introduce three new kid-friendly Passover products, as part of its marketing initiative to excite and engage a younger demographic, inspiring them to continue the tradition of celebrating the Jewish holidays.

Action

3E PR developed the “Breaking with Tradition” concept, which allowed us to focus on the idea of innovation, both in packaging and product concept. It also peaked the curiosity of media regarding the relevance of how and what was different from a company/brand known for its traditional, conservative approach to new products.

Results

Manischewitz Passover products on the Today Show

Generated 73+ million impressions across broadcast, print, and electronic media, including:

NBC Today Show – 7.6 million (6 million from Today Show Live and 1.6 million from Today Show’s Instagram)

USA Today – 37 million (print and online)

New York Times – 29 million (print and online)

Associated Press – multiple markets nationwide for grassroots local coverage