GoKawiilIt’s also rethinking Jewish foods for a younger generation—with frozen challah and rugelach, and a food truck serving up hot dogs and matzo ball soup. For the next ten days, while everyone else is settling back into school and ushering in autumn with pumpkin spice lattes, Jewish Americans will be celebrating the “Days of Awe,” starting with Rosh Hashanah, the Jewish New Year, and ending with Yom Kippur, the holiest day of the Jewish calendar.
Manischewitz is betting that a dating show can attract Gen Z to the 138-year-old brand
Why This Matters
A 138-year-old heritage food brand is using entertainment-style content—a dating show—plus product reformatting like frozen challah and rugelach and a branded food truck to reach Gen Z. It's a case study in how legacy CPG brands try to stay culturally relevant when traditional advertising no longer reaches younger consumers.
Key Takeaways
- Manischewitz is courting Gen Z with a dating show, betting branded entertainment beats conventional ads.
- Product strategy is shifting too: frozen challah and rugelach plus a food truck with hot dogs and matzo ball soup.
- The push is timed to the High Holidays, from Rosh Hashanah through Yom Kippur, when the brand is most top of mind.
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