Hummus Empire Sabra Is Trying To Infiltrate Man Caves Across America (Business Insider)

Hummus Empire Sabra Is Trying To Infiltrate Man Caves Across America (Business Insider)

Sabra Hummus
Hummus’ Wingman

Hummus, a wonderfully healthy garbanzo bean dip popular in Israel, has made serious inroads into the American public’s consciousness. It’s even starting to become mentioned in healthy circles as often as salsa and guacamole. Now, according the Bloomberg News article and Business Insider, Sabra, a leading Hummus purveyor, is trying to branch out and become less of a unique “Middle Eastern dip” and more of an American household staple.

Will it happen? Well, hummus could be more expensive than salsa and less versatile than guacamole, but there’s a cure for that: cookbooks & recipes. If Sabra Dipping Company designs a recipe blog for hummus, households will see hummus as more than just for dipping; thus, hummus would become more of a household staple. Also, getting men to switch to hummus means getting them to think healthier so focus a campaign on healthy men to start. Forget ketchup – pass the hummus anyone?

See their commercial here and read the article below:

Business Insider

Hummus Empire Sabra Is Trying To Infiltrate Man Caves Across America

MICHAEL THRASHER JUL. 2, 2013, 12:58 PM 1,644 7
sabra hummus chicken wing

The CEO of Sabra Dipping Company wants hummus to be the new salsa for male sports fans.Bloomberg News reported that Sabra CEO Ronen Zohar recently approved the company’s first nationally televised commercials in the U.S.

That commercial features a chicken wing being dipped into hummus.

In further evidence that Sabra is trying to break into man caves, it will also be the National Football League’s official dip sponsor this coming season.

Sabra’s greatest challenge is overcoming its image as a niche health food.

But Zohar is confident people just need to try his product. “Most of the people in the U.S. never tasted hummus,” Zohar told Bloomberg. “You have to change their mindset that even if the name is strange and the brown color of the hummus is not as appetizing, it tastes wonderful.”

According to Nielsen, 18% of U.S. households have tried hummus.


Henry Isaacs Marketing | Isaac Hyman, Founder

 www.henryisaacs.net | info@henryisaacs.net | 646.833.8604


Advertisements
A $35,000 Knaidel Winner

A $35,000 Knaidel Winner

Arvind Mahankali Wins Scripps National Spelling Bee on the Word “Knaidel”. Talk about an achievement, not just for Arvind, but for Yiddish as well!

Reposted from JTA

How do you spell knaidel?

May 31, 2013 7:25am

Confetti falling over Arvind Mahankali of Bayside Hills, N.Y., after he won the 2013 Scripps National Spelling Bee in National Harbor, Md., May 30, 2013. (Alex Wong/Getty Images)

Confetti falling over Arvind Mahankali of Bayside Hills, N.Y., after he won the 2013 Scripps National Spelling Bee in National Harbor, Md., May 30, 2013. (Alex Wong/Getty Images)

(JTA) — An Indian-American boy won a national spelling contest after correctly spelling a Yiddish-derived word.

Arvind Mahankali, 13, of Bayside Hills, N.Y., won the 2013 Scripps National Spelling Bee on Thursday by spelling the word “knaidel,” a traditional Jewish dumpling. Mahankali beat out ten other finalists in the competition, held in Oxon Hill, Md.

He won $30,000 in cash, a $2,500 U.S. savings bond from Merriam-Webster and $2,000 worth of reference works from Encyclopedia Britannica, as well as a shiny engraved trophy and the title of “champion.”

German words have led Mahankali to his spelling bee demise for the past two years, when he twice placed third at the bee.

knaidel

knaidel

Vocabulary.com, which covered the bee, described knaidel as coming from “German-derived Yiddish.” It quoted Mahankali as telling ESPN, “the German curse has turned into the German blessing.”

The finals featured another word of Jewish origin. Hannah Citsay, a student at St. Anne Catholic School in Lancaster, Pa., correctly spelled “hesped,” the Hebrew word for eulogy, in the sixth round.

Despite correctly spelling “hesped,” Citsay was eliminated in a new portion of the contest, where contestants had to provide the definition of a word.

Read more: http://www.jta.org/2013/05/31/arts-entertainment/indian-american-boy-wins-national-spelling-bee-with-yiddish-word#ixzz2UtA2d1iJ


Henry Isaacs Marketing | Isaac Hyman, Founder

 www.henryisaacs.net | info@henryisaacs.net | 646.833.8604


Jewish Advertising 101 – What Hebrew National Didn’t Mean To Say

Jewish Advertising 101 – What Hebrew National Didn’t Mean To Say

 

Hebrew Nations - Kosher or Not Kosher?
Hebrew NationalWhat Hebrew National Didn’t Mean To Say

In no surprising news to the mainstream Jewish market, Hebrew National has been sued over allegations that they aren’t officially considered kosher but rather are non-kosher. I’m not going to explain the lawsuit – you can find all the details about it here – but rather its important to focus on what Hebrew National is generally telling the world, the Jewish market, and kosher customers each time it says “We answer to a higher authority.”

Hebrew National’s claim to adhering to the highest Kosher standards available is quite puzzling and inaccurate to those who reside within the Kosher world. The Jewish market recognizes numerous Kosher certifications around the world – there are more than 1100 global and local certifiers – including the Orthodox Union, OK, Kof K, Tablet K, Scroll K, CRC, and more. The OK and Orthodox Union kashrut certifications make up the two largest agencies, represented by their OU and OK symbols. If Hebrew National was looking to adhere to an internationally recognized and respected kosher certification that was synonymous with quality and strict standards, the logical choice would be either the OU or OK symbols. By not using the brand that is recognized by all Jewish affiliations across the board, Hebrew National is not merely alienating an entire group of Jewish customers, they’re also creating a vocal protest against their claim of being kosher. Doesn’t seem like an effective marketing strategy – target a non-Jewish non-Kosher market while frustrating the Jewish & Kosher market.

Hebrew National’s use of the word “kosher” is merely a play on similar popular themes such as “going green”, “all-natural”, and “healthy”. Kosher, like Halal in some ways, has always been viewed as a preferred and healthier alternative to regular foods. The rigourous inspection and cleaning process, the supervision by Rabbi’s, and the use of only certain animals for consumption are all foundations of true Kosher processing. The controversy isn’t arising out of the kosher, but rather who the supervising agency is – in this case, Triangle K & Associates.

In many Orthodox Jewish circles, using Triangle K branded products has been frowned upon for MEAT & POULTRY items. Although many Orthodox Jews won’t eat any Triangle K branded products, meat and poultry is the main problem area that is cited for why Orthodox Jews shun the symbol. Hebrew National is not GLATT KOSHER, which is a red flag for many Orthodox Jews who swear by glatt kosher for all meats. Rabbi Jason Miller has a great blog post on the case and on Glatt Kosher . Furthermore, many Hebrew National products are sold in high traffic areas such as baseball games and theme parks and, while Triangle K may indeed be supervising the meat in-house, there is zero supervision over the cooking process, which is an entirely different set of kosher requirements. Triangle K knows this and by not taking steps to advise the final buyer (such as double bagging in a microwave) shows a lack of initiative in allaying any negative perceptions about their symbol. (Bear in mind, we’re ignoring the claim that AER employees have claimed certain procedures are rendering the meat entirely NOT Kosher; this blog isn’t qualified to rule on that at all!)

Overall, Hebrew National (well, really ConAgra) doesn’t quite understand that the best market for a truly kosher product is the Jewish kosher market; the fact that they nearly avoid marketing the brand to them, while also ignoring their shouts for change, should indeed raise a red flag about how Kosher they really are. A marketing strategy that consists of promoting a Kosher product to a prospective non-Jewish, non-Kosher marketplace while alienating and frustrating the actual Jewish, Kosher market seems to be a recipe for disaster. In an age of social networking and word of mouth, Hebrew National should start by getting the Jewish, Kosher market on their side before promoting to a non-Kosher (and potentially non-interested) market.

The saga reminds me of the parable of why a pig isn’t kosher even though it has split hooves (an animal needs to chew it’s cud as well, meaning chewed a second time). It’s like the pig is saying to laymen, “Look, I have split hooves, I’m kosher, trust me!”; it takes a full understanding of kosher to know that above the surface and below the surface are two entirely different things. Until Hebrew National starts understanding that their claims can be misleading, all they’re saying is “Look, we have the symbol, we’re kosher!” Maybe that will be the new slogan.

If Hebrew National wants to ensure a solid core market that is both Kosher and interested in Kosher/healthy products, they should reach out to a more comprehensive base of Kosher & Jewish consumers to see how to improve their marketing and product.


Henry Isaacs logoJewish Marketing & Communications

P. 646.833.8604  |  E. Info@Henry-Isaacs.com  | www.Henry-Isaacs.com
Marketing | Social Media | Public Relations | Event Planning | Brand Consulting

Jewish Holidays 101: Rosh Hashanah – What To Know and How To Benefit?

Jewish Holidays 101: Rosh Hashanah – What To Know and How To Benefit?

Rosh Hashana News, Trends, and InformationRosh Hashana is the Jewish New Year. Unlike other grand celebratory New Years around the world, Rosh Hashanah is a more introspective and serious holiday, marking a time of reflection and judgement. Here’s a brief excerpt from Wikipedia that sums up the holiday and after this, I’ll explain ways for your business to benefit from the Rosh Hashanah season:

What Is Rosh Hashanah?

Excerpted from Wikipedia

Rosh Hashanah  is the Jewish New Year. It is the first of the High Holidays, celebrated ten days before Yom Kippur. Rosh Hashanah is observed on the first two days of Tishrei, the seventh month of the Hebrew calendar. It is described in the Torah as a day of “Zikhron Trua” (“remembrance of the blowing of the horn”).

Rosh Hashanah marks the start of a new year in the Hebrew calendar (one of four “new year” observances that define various legal “years” for different purposes). It is the new year for people, animals, and legal contracts. The Mishnah also sets this day aside as the new year for calculating calendar years and sabbatical and jubilee(yovel) years. Jews believe Rosh Hashanah represents either figuratively or literally the creation of the World, or Universe. 

In the Talmud it states that three books of account are opened on Rosh Hashanah, wherein the fate of the wicked, the righteous, and those of an intermediate class are recorded. The names of the righteous are immediately inscribed in the book of life, and they are sealed “to live.” The middle class are allowed a respite of ten days, until Yom Kippur, to repent and become righteous; the wicked are “blotted out of the book of the living forever.”

How To Benefit from Rosh Hashanah

Now that we’ve summed up the general overview of the holiday (somber or not!), let’s get to exactly what this holiday means for you and your business:

The Beginning of the High Holidays

Rosh Hashanah marks the beginning of the year but also the beginning of the High Holidays, a trifecta of holidays that starts with a 2 day Rosh Hashanah, a full day of Yom Kippur, and a 9 day holiday of Sukkot (in Israel, Sukkot is 8 days). More will be explained on those holidays in later posts but the point is quite vivid: this isn’t just one holiday, there are 3 holidays to keep in mind. 

Don’t just promote food sales or requests for donations for Rosh Hashanah – promote food sales and donations for the HIGH HOLIDAYS. Rosh Hashana is the start of a holiday season that lasts for nearly an entire month so take that into account when planning a marketing, advertising, or PR campaign.

The High Holidays can also help provide an extra sales boost during a slower sales period. Back to School and Labor Day sales are over, football season isn’t in full swing yet, and Halloween and Christmas/New Years are still months away. The High Holidays are a perfect way to boost your 3rd quarter’s sales.

High Holidays means High Awareness.

The Jewish market is simply paying attention to everything more now. Increased readership of newspapers, increased traffic at Synagogues, and increased travel for the High Holiday mean that the Jewish market is paying attention to advertising and marketing. They need food, they need to travel, they are looking for clothing, they have High Holiday seats to book, etc. The Jewish market has their awareness levels on “high alert” because this is such an important month of holidays that are important to them and lucrative to businesses looking to attract them.

Jewish Holidays = Food, Wine, and Family.

Rosh Hashana is a great family oriented holiday and that means large festive meals. In fact, there are many Rosh Hashanah customs surrounding certain foods, such as carrots, honey, fish heads (yes, I typed that correctly), and apples, which means elaborate food shopping is a must for the Rosh Hashana family. Catering Rosh Hashanah meals are also a useful option for families hosting a large amount of people, so if your supermarket has catering options, I’d suggest preparing a Rosh Hashana menu with traditional Jewish and Rosh Hashanah foods.

Passover is a bigger wine holiday, but don’t think Rosh Hashanah isn’t pretty lucrative. Wine is a big component of every Jewish holiday and the weekly Sabbath. Kosher wine is also a great gift for your Jewish clients and vendors.

Who celebrates Rosh Hashana and Yom Kippur? EVERYONE. Who celebrates Sukkot? Most people.

Know that difference. Everyone is in synagogue for Rosh Hashanah and Yom Kippur, even Larry David! Not everyone is celebrating Sukkot, which is why businesses, synagogues, and individuals place such a strong focus  on Rosh Hashanah and Yom Kippur, a total of three days, over Sukkot, a nine day holiday.

The reason is primarily due to the fact that Rosh Hashanah and Yom Kippur are considered the two “Don’t Mess” holidays. Passover is 8 days, Sukkot is 9, Hanukkah is 8 as well – these are long holidays and some people can’t keep every holiday to the end. But you don’t mess with Rosh Hashanah and Yom Kippur – they’re brief yet highly important holidays. Like I said, even Larry David goes to Synagogue on Rosh Hashanah.

Downplay the “Party Time” and emphasize the “Wishing Well”

Most people think that New Year’s is synonymous with joy, jubilance, partying, and celebration. I’m not saying there aren’t aspects of those in Rosh Hashana but its not the focus of Rosh Hashanah. Most Rosh Hashanah messages focus on an introspective, respectful holiday full of rich traditions and the marketing contains messages wishing health, happiness, and sweet outcomes for the new year.

Politicians and non-profits thrive with these “wishing well” messages and are a great example of how to treat the holiday. The Jewish community isn’t out partying and drinking on this holiday (that’s for Hanukkah and Purim!). A great way of wishing your Jewish employee’s or clients a joyful Rosh Hashanah is through a donation to a Jewish charity they are involved in or simply with a Rosh Hashanah card; bottles of Vodka or a box of chocolates aren’t exactly a Rosh Hashanah type of gift to send Jewish clients for this holiday of reflection.

—–

I hope this helps de-mystify the Jewish holiday of Rosh Hashanah and helps you target the Jewish market in the most respectful way (and in a successful way) for this reflective holiday. Have a happy and healthy New Year!


Henry Isaacs logoJewish Marketing & Communications

P. 646.833.8604  |  E. Info@Henry-Isaacs.com  | www.Henry-Isaacs.com
Marketing | Social Media | Public Relations | Event Planning | Brand Consulting