Case Study

Marketing campaign for a kosher food industry leader


the situation

Gefen products can be found in every Jewish kitchen pantry across the globe – 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 recognized the need to pay homage to its loyal consumers, and maintain its strong positioning as the undisputed leader of quality, innovation, and higher standards in the world of Kosher.

our take

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. We turned the tagline to be consumer facing, positioning the brand for consumers with “higher standards”.

Through a recipe of storybook-inspired illustrations, lovable characters, and Dr. Seussian verbiage, the ads conveyed the magic of Gefen’s beloved and trusted heritage, recalling the warmth and affection associated with good food. Shelf talkers brought this head-turning campaign to life, connecting our audience with the characters – and brand – we’d all come to know and love.