“This is a piece of Jewish Americana.” — Eli Rosenfeld, CEO of Joseph Jacobs Advertising, on the Maxwell House Haggadah his company designed
Passover Seder ends with the “festive meal” — matzo balls are ladled into broth, brisket is shredded, potato kugel sliced. A glass of wine is set out for Elijah. Before eating, however, guests read through their Haggadah, a booklet of prayers and practices that acts as a guide for the spiritual elements of the table’s Seder. Depending on how in-depth the host wants to get, this can last for hours.
The brand’s Haggadah was born through a partnership with the advertising agency, which began working with Maxwell House in 1923 to run a campaign informing the Jewish public that coffee was kosher for Passover. Many ingredients are verboden during the holiday. Leavened grain products are the most significant category, hence a week of matzo brei and macaroons. Many people also avoid kitniyotrice, corn, seeds, and legumes.
“You don’t have to go to synagogue or ask your rabbi. It’s a comfortable thing. You buy matzo at the supermarket, you buy coffee, the book is right there,” explains Rosenfeld, also noting how successful the concept proved for grocery stores. “Passover has become a very important piece of business.”
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