Thursday, 15 March 2012

Levy's Real Jewish Rye Bread

‘You don’t have to be Jewish to love Levy’s real Jewish rye’

1960s mad men era – everyone in all the ads aspired to be WASP (white, Anglo-Saxon, protestant). Men were only wearing suits and ties, women wore pinafores and had ponytails, and all the children were blonde and freckled.
It was rare to do advertising that made a big deal about the fact that the product wasn’t made by WASPS, and that actually had the word JEWISH in the headline.

The ad celebrated the fact, that New York was more ethnically diverse than anywhere else.
The bread wasn’t so much Jewish, but an immigrant bread. Immigrants preferred it fresh, so they’d go for a local baker for it, instead of supermarket. However, the brand wanted and needed to appeal not only to immigrants. And they came up with this advertising campaign. It celebrated NYs ethnic and cultural diversity.
Levy’s changed the name – became the biggest selling brand of rye bread in the city, state, and entire country.

Therefore, the best thing before sliced bread from the supermarkets, there was Levy's Real Jewish Rye bread that was originally sold in bakeries - unsliced and fresh.

1 comment:

  1. once we had an Advertising Museum in Portland, Oregon. it is no more, but you have brightened my day with this post!