Gefen
Case Study
Marketing campaign for a kosher food industry leader
the challenge
Gefen products can be found in every Jewish kitchen worldwide– and for good reason. The family-owned conglomerate follows a protocol of higher standards that is simply unrivaled in the Kosher food industry.
With the market becoming increasingly saturated, Gefen wanted to pay homage to its loyal consumers while reinforcing its positioning as the undisputed leader of quality, innovation, and higher standards in the Kosher world.
what was their next?
Rather than boast and bloviate, we set out to tell the story of Gefen’s higher standards in a manner that would disrupt, educate, and endear.
the process
We began developing the campaign by flipping the tagline to be consumer-facing, positioning the brand as one designed for consumers with “higher standards”. By putting the consumer at the heart of the campaign, we knew we were sure to win over their hearts.
With hundreds of print ads competing for readers’ attention, our visuals couldn’t be good enough- they had to be the gold standard - just like the Gefen brand.
Through custom storybook-inspired illustrations, lovable characters, and Dr. Seussian verbiage, the ads conveyed the magic of Gefen’s beloved and trusted heritage, evoking the warmth and affection associated with good food.
To further bring this head-turning campaign to life, shelf talkers brought kosher shoppers face to face with the characters – and brand – we’d all come to know and love.
the results
The whimsical visuals of this campaign captured the hearts of kosher consumers everywhere, (causing cravings to go through the roof), cementing Gefen’s position as the undisputed king of the kosher world.
