The Jewish Market Experts
For 90 Years...
When it comes to the Jewish Market…...
We mean business.
Since 1919, the Joseph Jacobs Advertising has helped national brands achieve amazing results reaching Jewish consumers by developing highly targeted, comprehensive marketing programs.
We offer companies our award winning creative expertise, full production capability, research, promotions and public relations.
JJA is also the advertising representative for all Jewish media – 200 national and local publications, Jewish radio and websites.
When it comes to the Jewish Market...
We discovered it.
Over 90 years ago, Mr. Joseph Jacobs was the advertising manager of the then thriving Jewish Daily Forward. His talents at getting advertisers to recognize the Jewish press as a viable advertising medium were soon recognized by a number of other Jewish publications as well. With success under his belt, he opened Joseph Jacobs Advertising in 1919, with offices on the Lower Eastside selling advertising space for a variety of Jewish publications. He successfully created the first full service agency that marketed packaged goods and services to Jewish consumers.
As it quickly grew, JJA soon moved to a prestigious Madison Avenue address where it serviced such prestigious clients like Colgate-Palmolive Co., Maxwell House and Quaker Oats Co. In fact, JJA still publishes the Maxwell House Hagaddah, a promotion Mr. Jacobs created for the coffee maker generations ago.
In the spring of 2003, Elie Rosenfeld, head of account services and marketing sales, took over the helm when he bought Joseph Jacobs Advertising from owner Richard Jacobs, the founders son who successfully ran the agency for over 50 years.
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Some details about me and my vision
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We create successful campaigns.
When Manischewitz Wine came to JJA in 1999 to create a new Passover Wine Promotion, we wanted to make them stand out from the holiday kosher wine glut. A staple on Passover seder tables for generations, Manischewitz's familiar square bottle and deeply rooted traditional brand image helped our creative team make a memorable, award-winning Theres a Seder In Every Bottle campaign. In fact, it was such a success, we expanded the campaign to There's a Shabbat in Every Bottle to increase sales for weekly consumption.
How do you make sardines sound exciting? Put them on radio! Our Feel Like A Sardine campaign for Season Brand Sardines wowed them in the Northeast. The humorous, sixty second commercials took place on a crowded subway and a packed elevator complete with real sound effects. What better time to try delicious Season Sardines when you feel like a sardine. The concept was a perfect fit for brand that had a loyal consumer base but was looking to update their image.
To listen to a sample radio commercial, please select one of the items on the playlist on the interactive MP3 player on the right.
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We reach them and sell them..
The most effective and efficient way to increase sales is to go after your best prospects. For many products and services, Jewish consumers are your best prospects Jewish media (national magazines, regional weeklies and web) reach this audience. These media provide news, articles and features of particular interest to Jewish families on a regular basis.
From what they consume, drive or where they travel, the Jewish media readers distinctive lifestyle make them an excellent target audience. Thats why major companies such as KRAFT FOODS, McNEIL CONSUMER PRODUCTS, MANISCHEWITZ CO., AMERICAN GIRL/MATTEL, SHOPRITE and DAISY SOUR CREAM and many others utilize Jewish media as part of their winning market strategy.
JJA is the advertising representative for all Jewish media 200 national and local publications, Jewish radio and websites.
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JJA knows the Jewish market and can make that knowledge work for your project.
Strategic planning, product positioning and critical analysis are only a few of the disciplines in which JJA's specialized understanding of the Jewish consumer can help your marketing team.
From product launches to targeted promotional programs, JJA experience can make your brand a success.
When it comes to the Jewish market...
We know our customers.
Jewish Consumer Advisory Panel (JCAP)
During the past several decades, some of the biggest brands in consumer products have recognized the importance of reaching out to the Jewish consumer. Sometimes, it seems as if our prayers have been answered; we all remember the year Oreo cookies finally made it into Mishloach Manot (Purim baskets).
At times, it appears our needs may not be considered. That's why Joseph Jacobs Advertising, a 90 year old advertising agency catering the Jewish consumer and Welfeld Public Relations Consulting, teamed to created the first-ever Jewish Consumer Advisory Panel (JCAP). And we want YOUR feedback as part of an on-going dialogue between our community and the brands that matter to us.
As a member of this panel, you will periodically be asked to participate in surveys or interviews. Your participation will provide us with valuable information and will help shape how products and services are marketed to the Jewish Community. From time to time, you may be given the opportunity to participate in focus groups and/or sample products, if you choose to do so.
We know what to say.
We give added value.
Maxwell House Passover Hagaddah
Since the early 1930's, JJA has produced the Maxwell House Passover Hagaddah which is now the longest running sales promotion in advertising history.
Over 50 million Maxwell House Hagaddahs have been printed making it the most widely used Hagaddah in the world. For many decades, the Maxwell House Hagaddah was known for its famous blue cover. In 1997, a new four color cover was created and the art work inside was revamped. This promotion has resulted in Maxwell House being the preferred coffee in Jewish households.
May 24, 2009
American Girls Journey to the Lower East Side
By Allen Salkin
WHEN Abraham Foxman met Rebecca Rubin, he was impressed.
Im surprised, said Mr. Foxman, the director of the Anti-Defamation League, as he gazed at Rebecca, a brown-haired doll who was sitting on his desk last week, her hazel eyes locked unwaveringly onto his.
Ms. Rubin, all of 18 inches tall, is the newest historical character doll to be released by American Girl, the company in Middleton, Wis., whose products have a rabidly devoted following among the female 7- to 12-year-old set. She is a 9-year-old girl living on the Lower East Side in 1914 with her Russian-Jewish immigrant parents, siblings and a grandmother known only as Bubbie.
The company has produced a Hispanic doll, Josefina, a character who lives in New Mexico in 1824; a Nez Percé girl, Kaya, from 1764; and an African-American girl, Addy, from 1864. Rebecca is its first Jewish historical character.
Mr. Foxman, whose group fights anti-Semitism, is not easy to impress. On a windowsill of his office on Third Avenue he has a collection of wooden dolls, which he bought in Poland last October, that portray Jewish businessmen counting piles of coins.
At the request of a reporter, Mr. Foxman had read the first of six books that chronicle a year in Rebeccas life.
Its not offensive. Its sensitive, he said. How about that? Most of the time these things fall into stereotypes which border on the offensive.
It is no accident that the Rebecca doll, which goes on sale May 31, did not push any of Mr. Foxmans buttons. Every detail of her background, her appearance and whom she would be if she were actually alive, is a result of a painstaking multiyear effort by American Girl to get this character and her marketing right.
What is at stake for the 23-year-old American Girl company, which was purchased by Mattel in 1998 and which generated $463 million in revenue last year, is maintaining its record of hit dolls and generally favorable reviews. In 1993 critics attacked the company for making Addy a slave at the start of her stories, wondering why the company could not have chosen a post-slavery era for its African-American doll. And in 2005, Marisol, from the Girl of the Year line, was criticized for a passage in her book that was negative toward an urban Hispanic neighborhood.
Although Addys story was not revised and the company says Marisol sold well for the year she was available, a Jewish doll presents her own set of potential pitfalls. While other dolls represented ethnic backgrounds with distinctive visual characteristics, what constitutes a Jewish girls appearance is much more open for debate.
The goal is that no one be offended and that Jewish and non-Jewish little girls alike will want to play tenement house with their new toy, which costs $95 plus more for accessories like a sideboard with a challah resting on it.
The preliminary research that led to Rebeccas development started in 2000, said Shawn Dennis, the senior vice president for marketing. American Girl had wanted to do a doll focused on the immigrant experience. After work by two in-house historical researchers, and interviews with focus groups, it was decided to make the character Jewish.
Russian-Jewish immigration, that group has an effect on the labor movement, that group has an effect on the burgeoning Hollywood entertainment business, Ms. Dennis said. We thought it would have the makings of what would be a relatable story to tell.
To write the books, the company found Jacqueline Dembar Greene, who had written a historical novel for young adults set in 1654 about Jewish immigrants to New Amsterdam.
Ms. Greene and company researchers made a trip to Manhattan, visiting the Lower East Side Tenement Museum and a row house on East Seventh Street.
There was back and forth between Ms. Greene and American Girl executives about how to handle certain situations, including the fact that in the first book Rebecca and her father work in his Rivington Street shoe shop on Saturdays, the Jewish Sabbath.
There were full meetings about that, said Ms. Dennis, who learned a lot about Judaism during the project. There were so many different styles of Jewish practice, some stricter than others, in 1914 and today. What our research told us was the greater pressure during that time period was assimilation and blending in and becoming American.
As Ms. Greene worked on the books, company designers set about figuring out what Rebecca should look like. The companys research had found that Rebeccas Russian-Jewish descent allowed a range of physical characteristics, creating a wide palette of choices, said Megan Boswell, the director of design and development. Facial structure is not typically an issue because the company generally chooses from an existing set of molds.
Hair color was a big issue, debated for years. At first it was a dark auburn, but it was thought that might be too untypical. Ms. Boswell said. Then dark brown, the most common hair color for Russian-Jewish immigrants, was discussed. But perhaps that would be too typical, too predictable, failing to show girls there is not one color that represents all Jewish immigrants.
In the end, after many discussions weighing out the advantages of both approaches, Ms. Boswell said, we created what we felt was an optimum combination and gave her a new mid-tone brown hair color with russet highlights.
This is not the first Jewish American Girl. The company has a series called Girl of the Year, which features contemporary characters, each available only for 12 months. The character for 2001 was Lindsey Bergman, and the opening of her only story book does not display the same misty affection for Jewish culture as do the Rebecca stories. Lindsey, as narrator, describes a matzo ball that is flung across a room: If you dont know what a matzo ball is, Ill tell you, she narrates. Its a slippery, dumpling-like blob of mush that floats around in chicken soup.
Despite the extensive research into Jewish history, which included consultations with the American Jewish Historical Society and the Yeshiva University Museum, the books are not without errors, said Paula Hyman, a professor of modern Jewish history at Yale, who looked over two of the books at a reporters request.
One error was in a passage that says pogroms were carried out by Russian soldiers. Professor Hyman said pogroms, mob violence against Jews, were stirred up by political operatives and typically carried out by peasants. The other was a mention of forced conscription of Jewish boys into the czars army in 1914, which ended more than a decade earlier, she said.
To Elie Rosenfeld, the chief operating officer of Joseph Jacob Advertising, whose firm was hired to help market Rebecca through Jewish publications and direct mailings to Jewish households, historical matters were of less concern than ones which would trigger a reaction in modern Jews.
Mr. Rosenfeld read the books with an eye to weeding out mentions of garish physical characteristics, obscure religious practices, or stereotypical professions. But he said he found nothing to cut. By the time we saw everything, it was so well put together there was nothing we had to pull out and say stop the presses you cant run this, he said.
Rebeccas release date was originally scheduled to be June 1, but it was moved to coincide with Manhattans Israel Day parade.
The company hopes the doll will appeal to everyone. If a blond Christian girl in North Dakota enjoys pretending she is living in a tenement on the Lower East Side in 1914, helping her Bubbie make latkes for Hanukkah, American Girl will be happy to sell her a toy
November 2, 2009
Its a Fine Broth of a Campaign
By Stuart Elliot
Man-O-man! A vintage advertising slogan is being revived by a marketer of kosher foods as it seeks to make further inroads into the mainstream.
You have probably guessed from that clue that the marketer is the Manischewitz Company, which for decades wooed consumers with the phrase Man-O-Manischewitz! What a wine! The wines are now sold by Constellation Brands, under a licensing agreement with Manischewitz. That leaves Manischewitz with a range of kosher food products like gefilte fish, matzo ball soup, macaroons and borscht sold under brand names like Mothers, Mrs. Adlers, Rokeach and Season in addition to Manischewitz.
As the leading marketer of kosher foods, Manischewitz has been well positioned to take advantage of the growing interest in such products among shoppers in the general market. Estimates are that four out of five buyers of kosher foods are not the traditional Jewish customers.
Several trends have been benefiting makers of kosher foods, among them the increasing popularity of ethnic foods and the desire to know more about food ingredients, quality, labeling and nutrition.
More than three years ago, Manischewitz began what it called its first campaign aimed at the mainstream market. Now, the company is taking a couple of additional steps in that direction.
One step is the revival of the Man-O-Manischewitz! slogan, to be used to promote the brands annual cooking contest, now renamed the Man-O-Manischewitz! Cook Off. The other step is the introduction of a line of broths, which are being billed as made like homemade to taste like homemade.
The broths come in three varieties chicken, beef and reduced-sodium chicken and are described as all-natural. That lands Manischewitz right smack in the middle of broth wars being conducted by the giant national brands that have dominated the category for decades.
Swanson broth, sold by the Campbell Soup Company, is being promoted as 100 percent natural in a campaign that carries the theme The secret is Swanson. There are two versions of the ads, one nice and one tough.
The nice Swanson ad shows a stack of Thanksgiving foods like turkey, mashed potatoes and stuffing piled atop a can of Swanson broth. Holiday success rests on Swanson, the headline declares. The only canned chicken broth without added MSG.
The tough version of the ad shows a large can of Swanson broth next to smaller cans of competitive brands like Butterball, College Inn and Sweet Sue. How do you like your chicken broth? the headline asks. With MSG? Or 100 percent natural?
The broth brouhaha is taking place as packaged foods marketers step up their advertising to take advantage of the changing habits of consumers hit hard by the economy. Fewer meals eaten out means more meals eaten at home, which means more purchases of mainstay pantry staples.
Indeed, according to Manischewitz, sales of broth are rising, along with sales of soup.
In this economy, people are looking for ways to still enjoy a quality and fulfilling eating experience, says David Yale, president and chief executive at Manischewitz in Secaucus, N.J., part of TMCI Holdings.
And as colder weather arrives in many parts of the country, he adds, consumer minds turn to thoughts of comfort foods, which plays well with Manischewitz given our heritage, as people are thinking of the cooking that came out of their grandmothers kitchens.
The broth campaign first appeared for Rosh Hashana, the Jewish New Year, and is returning for Thanksgiving. Great Thanksgiving dinners start with all-natural, ready-to-serve Manischewitz broth, the headline on the print ad proclaims.
The budget for the campaign is in the low to mid millions, Mr. Yale estimates.
The campaign includes, in addition to the print ads, radio commercials; a microsite, or special Web site (manischewitzbroth.com); e-mail messages; promotions in stores like samplings; and a presence in social media like Facebook and Twitter (twitter.com/manischewitzco). The longtime Manischewitz agency is Joseph Jacobs Advertising in New York, which works with an internal marketing team at Manischewitz.
There is also a public relations effort for the new broths and the cooking contest, by the Bender Hammerling Group in Upper Montclair, N.J.
The rules for the Cook Off are being tweaked to help stimulate demand for the broths: The kosher recipes to be submitted for the contest must include Manischewitz broth as an ingredient.
Manischewitz has a balancing act to perform, according to Elie Rosenfeld, chief executive at Jacobs, by bringing out products that serve a terrific dual purpose.
The items need to be attractive to the core Jewish customer, he explains, while at the same time appealing to the non-Jewish market for kosher foods.
The new broths do that, Mr. Rosenfeld says, because a brand like Manischewitz could bring authenticity to the category.
Who wouldnt think about buying a chicken broth from a company known for everything Jewish? he asks rhetorically.
As for the broth wars, theres a great opportunity when this type of category fight is going on, Mr. Rosenfeld says, because all the ad spending will stimulate interest in broth in a way that Manischewitz by itself could not.
Theres a much better chance of a consumer saying, Im going to stop and read all the labels, he adds, instead of just rolling down the aisle and grabbing a can.
The Cook Off will be promoted with ads that carry the headline Man-O-Manischewitz! What a cooking contest! Entries are due by Jan. 31, 2010 for the Cook Off, to be held in New York on March 18.
There are $25,000 worth of prizes being offered, including a kitchen filled with General Electric Profile appliances and a chance to meet the chef and author Jacques Pépin. More information can be found on the Manischewitz Web site (manischewitz.com).
The cooking contest will benefit the annual Jewish American Heritage Month, which is celebrated each May. Manischewitz is becoming the official corporate sponsor of the event.
As for the return of Man-O-Manischewitz!, Mr. Yale says the slogan is still part of the advertising vernacular.
A lot of consumers reference Man-O-Manischewitz! when they reference the brand, he adds.
In bringing back the theme, Manischewitz joins a lengthy list of consumer marketers reviving familiar elements from vintage campaigns. Other include Alka-Seltzer, Timex and Volkswagen.
Coincidentally, Alka-Seltzer and Manischewitz have something else in common: Both used Sammy Davis Jr. in ads, the former teaming him with the Speedy Alka-Seltzer brand character and the latter featuring him as a spokesman for Manischewitz wine.
Those TV spots are classic, Mr. Rosenfeld says of the commercials in which Mr. Davis enthused, Man-O-Maneschewitz!
January 13, 2010
For Some, Kosher Equals Pure
By Kim Severson
This year, for the first time, glatt kosher food will be sold at the Super Bowl.
Certainly, faith will prompt some of the fans at Dolphin Stadium in Miami Gardens, Fla., to line up at one of two carts selling grilled salami sliders and garlicky knoblewurst. But for others, the appeal of a kosher hot dog will have nothing to do with religion.
In an era of heightened concern over food contamination, allergies and the provenance of ingredients, the market for kosher food among non-Jews is setting records.
Only about 15 percent of people who buy kosher do it for religious reasons, according to Mintel, a research group that last year produced a report on the kosher food explosion. The top reasons cited for buying kosher? Quality, followed by general healthfulness.
Its keyed into the issues of food safety and consumer fear, said Larry Finkel of Packaged Facts, a consumer market research company that also released a study last year on the growing market for kosher foods. The reputation of kosher is stretching beyond chicken, whether there is truth to it or not.
Most people who buy kosher because they think its safer or more healthful are likely not well versed in the complex set of ancient Jewish dietary laws that include, among other things, rinsing blood from carcasses with salt and water, never mixing meat and dairy, and allowing fin fish but not shellfish.
The non-Jewish kosher market has been growing in earnest since the 1990s, when the koshering of the Oreo was hailed as a watershed event and ConAgra Foods bought the Hebrew National hot dog brand. Now, 40 percent of the food sold at grocery stores has a kosher imprint, according to the kosher and halal food initiative, a research project at Cornell University.
Recently, the pace has picked up. Major retailers including Wal-Mart, Costco and Trader Joes have kosher programs. At FreshDirect, the New York City grocery delivery company, orders for kosher chicken were up 30 percent in 2009. The kosher Tootsie Roll was introduced last month.
Because so many packaged foods carry a kosher seal, shoppers unwittingly buy kosher food every day. But people who buy products specifically because they are labeled kosher could be spending as much as $17 billion by 2013, according to Packaged Facts.
At Mississippi State University, Prof. Yvonne Vizzier Thaxton added ritual halal and kosher slaughter to her poultry science syllabus after she realized it was a niche that should not be ignored by conventional poultry processors.
She is not convinced that salting and other steps involved in koshering produce better chicken than conventional methods, but a few years ago she started to notice a marked increase in the number of people who do believe it. The industry, she said, needs to take a good look at the potential for growth.
Weve been too narrow in our perspective, she said.
Some shoppers who were not raised in kosher families use the label as a stand-in for other signifiers. I prefer to buy local and organic, but when I get to the market late and they have sold out of the chicken, I end up buying kosher because I feel it is the second-best thing, said Myra Kohn, a food blogger in Seattle who goes by the digital pen name Seattle Bon Vivant.
For some shoppers, kosher means purity of ingredients. Vegetarians know a parve label means absolutely no meat or dairy products. (Vegans, though, are out of luck. Parve food can contain eggs and honey.)
Families with food allergies like the increased availability of kosher products for a similar reason. Bryan Adams is an entertainment publicist from Teaneck, N.J., whose son had terrible skin problems when he was born. A holistic medical adviser suggested the family cut out a number of foods, including soy and gluten. The childs skin cleared, and Mr. Adams discovered his own gluten intolerance.
Now, the family stocks the kitchen with certain brands of kosher mayonnaise and margarine that arent made with ingredients that trigger outbreaks.
Nosheen Nazakat, a Muslim from Pakistan, often buys kosher when she cannot find halal food. She is also a discerning cook who is happy to browse the aisles at Pomegranate, a 20,000-square-foot store in Midwood, Brooklyn, whose fans call it the kosher Whole Foods.
The neighborhood is home to several large Orthodox synagogues and the largest mosque in the borough.
Although Pomegranate sells dry-aged prime steaks for $36.99 a pound, pristine marrow bones and rows of whole chickens, Ms. Nazakat buys all her meat from the halal butcher a few blocks away. But the salads, the fresh hummus and the olive bar?
Very, very good, she said.
Increasingly, a certain brand of non-Jewish gastro-tourists are making their way to the store as well.
On Sundays, we call it visiting day, said Mike Steigman, who is in charge of Pomegranates three kitchens one each dedicated to meat, parve and dairy preparations. A lot of Park Slope, no matter what their background is, comes that day.
Neil Glick, a real estate agent active in local Washington politics, was raised in a mixed Reform and Conservative household that didnt keep kosher. But after reading books and watching films that depicted horrific examples of conventional slaughterhouses, he was essentially scared kosher at least when it comes to meat.
One thing about kosher food I do feel less guilt in eating it because I know the end was not as cruel, he said.
That point is debatable. Certainly, humane treatment is built into Jewish dietary law. Animals must be handled with care, fed a specific diet and slaughtered with a swift cut to the carotid artery. (In addition, rabbis inspect carcasses for defects like broken bones or infection. Washings in salt and cold water help remove all traces of blood.)
The cattle expert Temple Grandin has worked extensively with some large kosher processors to develop humane standards. But some experts in animal welfare warn consumers not to assume that kosher means humane. (Animals slaughtered in accordance with religious law are an exception written into the federal Humane Methods of Livestock Slaughter Act, which requires that mammals be stunned unconscious before killing.)
Like anything else, it depends on the management and the quality of the operation and the training of the personnel, said Adele Douglass of Humane Farm Animal Care. The group certifies processors like Applegate Farms and Murrays Chicken, which meet its strict standards of humane treatment and slaughter. It certifies one halal poultry producer who stuns chickens after throat slitting, but has had no kosher producers who have asked to complete the program.
Ms. Douglass and others point to Agriprocessors, once the largest kosher meatpacking plant in the United States, as an example of what can go wrong. The company filed for bankruptcy in 2008 amid charges of labor abuse and inhumane treatment of animals.
Science is mixed when it comes to the relative safety of kosher meat, said Carl Custer, a former federal Agriculture Department microbiologist.
In 2007, researchers at the Agriculture Department infected chicken skin with salmonella. Then they applied kosher salt and rinsed the skin, measuring pathogen levels along the way. Salt alone didnt reduce contamination, but the combination of salting and rinsing reduced salmonella levels by 80 percent.
That same year, another study of 353 whole or cut raw chickens offered different results. Agriculture Department researchers compared conventional, kosher and organic chickens. The conventional chicken had the least amount of total contamination. The organic poultry had the most salmonella, the conventional poultry the most campylobacter and kosher the most listeria.
As far as taste, the jury remains out. Anyone who has ordered a kosher meal on a plane can tell you there is plenty of unappealing kosher food in the world. And an Oreo tastes like an Oreo, whether a rabbi supervised its creation or not.
Still, cooks like Christopher Kimball, who founded Cooks Illustrated magazine, swear by the juiciness of Empire Kosher birds. And a whole chicken from Kosher Valley, a new, antibiotic-free kosher brand from the Hain Celestial Group, a natural and organic food producer, made for a delicious dinner roasted with fresh fennel and lemon.
The Kosher Valley chickens are raised on vegetarian feed in Pennsylvania and processed in upstate New York. Priced as much as 40 percent less a pound than organic kosher chicken, theyve been a good seller at Whole Foods, which began offering them late last year. This new line brings it to a more affordable price point, so kosher has become an option for everyone, said Jim Zola, a Whole Foods regional meat coordinator.
Not every expert on the Jewish market buys the reasons behind the growth of kosher food. Elie Rosenfeld is the chief operating officer of the New York firm Joseph Jacobs Advertising, which helped introduce Rebecca Rubin, the first Jewish doll in the American Girl line.
He doesnt disagree that kosher food is growing more popular, especially among higher-end cooks and chefs. But he doesnt think it is a mass movement and believes food companies continue to expand their kosher lines to serve the Jewish community, not to capture the nonkosher consumer.
Its an unexpected side benefit to a certain extent, but the volume is there for people who keep kosher, he said.
Why quibble over why, said Yaakov Yitzchak Horowitz, the Manischewitz company rabbi and director of its kosher development operations.
I consider this trend an unusual grace of God, he said.
Nabisco keeps kosher in new ad push
Goodness effort promotes Oreo, Chips Ahoy!, Ritz to Jewish consumers
Stephanie Thompson
Nabisco Biscuits Co. bringsout the oy in Chips Ahoy! aspart of a push to tout the kosher-certified status of its Oreo, ChipsAhoy! and Ritz brands.Over the next few months,the Nabisco unit for the first timewill reach out to Jewish audienceswith targeted ads. Although theproducts gained kosher status in1997, Nabisco only now plans to create awareness among the roughly 1 million U.S.consumers who keep kosher aswell as others within the universeof 6 million American Jews whosee kosher products as being ofhigher quality.Overrall, were looking toexpand our initiatives with targetedmarkets, and although wevepreviously done some marketingto Jewish audiences-such aspublic relations and participationin [New Yorks] Israel DayParade-we wanted to increasethe relevancy of our brandsby stepping up awareness ofour products with koshercertification, said Janice Craig,director, targeted markets,Nabisco Biscuit.For 2001, Nabisco Biscuitwill more than double the spendingit puts against Jewish audiencesthis year, she said.PRINTBREAKSThe new campaign, handledby Joseph Jacobs Advertising,New York, initially includesa print ad for Oreo that breaksthis month in four nationalJewish magazines as well as Jewish newsweeklies in markets including Los Angeles, New York and South Florida. Elie Rosenfeld, account manger at Joseph Jacobs, said 85% of U.S. Jews reside in the top 12 markets, with 40% living in the metropolitan New York area. The ad features a separatedOreo with a U carved out of theO shaped cookie's filling torepresent the trademark that symbolizes the kosher certificationagency, the Union of OrthodoxJewish congregations of America.The headline reads, Look whatsin the middle of an Oreo.Ads for Chips Ahoy! inOctober and for Ritz in November similarly draw the letter U into the O shape products, using chocolate chips for Chips Ahoy! and the holes in Ritz crackers.All feature the taglineKosher for goodness sake, to playoff the perception that kosher is a sign of quality andpurity, Mr. Rosenfeld said. Theads carry a reference to the areaon Nabiscos Web site that features a listing of its kosherproducts (nabisco.com/kosher).Although admittedly difficultto track, Joseph Jacobsresearchshows the kosher category growingat a rate of 13% a year,with an average of 13,000 kosher products in the typicalU.S. supermarket.Nabiscos efforts for theremainder of the year and theexpanded ad campaign next yearplace the company among the topfive advertisers in Jewish media, Mr. Rosenfeld said. Othersinclude Kraft Foods (now in theprocess of buying Nabisco) for its Maxwell House coffee, Postcereals and Breakstones cottagecheese and sour cream; Bestfoodfor itsHellmanns brand;Manischewitz Food Co.; andConstellation Products,the formerCanandaigua Wine Co., whichlicenses the Manischewitz name. TARGETINGHISPANICSNabisco Biscuits biggestefforts in multicultural marketing thus far have been toward theHispanic market, mainly with TVspots from Mendoza Dillion, LosAngeles, run on Telemundo and Univision.In the last two years, Ms. Craigsaid, 19 of the top 20 Hispanicprograms were found on Univision,where, along with Telemundo,the marketer has concentrated.
American Girl/Mattel
Breakstones Sour Ceam
Campbell's Soups
Canadaguia Wine
Daisy Sour Cream
Empire Kosher Poultry
Giant Supermarkets
Guiltless Gourmet
Hellmann's Mayonaise
Hersheys
IDT
Jel-Sert/My-T-Fine
Kraft Foods Inc.
Lactaid
Leisure Time Tours
The Manischewitz Company
Maxwell House Coffee
Nabisco
Palm Bay Imports/Recanati Wine
Post
Season Brand
Shoprite
Stop and Shop Supermarkets
Sue Bee Honey
Universal Kosher Tours
Elie Rosenfeld, Chief Executive Officer.
A whirlwind presence in the advertising industry, Elie has become one of the leading experts in Jewish marketing. He is a featured lecturer on advertising and image marketing and a respected consultant to the kosher food industry and Jewish media field. Elie's pragmatism, creativity, intuition and outspoken point of view are a proven asset to his clients and the company he leads. Prior experience has been at Katz Media and Royal Wine Corp.
E-MAIL ELIE
David Koch, President. David has over 40 years of advertising experience with major package goods and travel accounts. He brings his immeasurable expertise to all aspects of the company - advertising, marketing, media, creative and sales promotion.
E-MAIL DAVID
Valerie Hirsh, Creative Director. Working on package goods and cosmetic accounts as a copywriter at major ad agencies like Grey and LCF&L, Val brings her creativity, originality and perspective to our clients; overseeing the agency creative output for print, radio and television.
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Rachel Zorel, Art Director. With an eye for the extraordinary, Rachels unique design sense gives our clients their distinctive look and feel. She is an experienced graphic artist and art director whose prior work experience was at Artscroll Printing as well as Pryor PR. Her areas of expertise include print advertising, packaging and sales promotion materials.
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Aviva Rosenfeld, Director of Operations
Aviva comes to JJA with years of experience in management consulting. First at Millimnan and Robertson, an actuarial firm in New Jersey specializing in 401K and benefits consulting, and later heading a team at PriceWaterHouse Coopers that was charged with restructuring processes in their healthcare and benefits practices. Aviva has streamlined all of JJAs procedures and practices allowing us to focus on the project and client at hand.
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349 West 87th St. New York, NY 10024 P: 212-787-9400 F: 212-787-8080
