• by Fern Siegel , March 24, 2025

Manischewitz, the 130-year-old food/wine brand, isn’t just popular with Jews. The wine was marketed across religious lines, while its classic Jewish cuisine has been a comfort food for generations.

The wine’s ad slogan, "Man, oh, Manischewitz," became so iconic that Apollo 17 astronaut Gene Cernan exclaimed it during his 1972 moon mission.

Now, the brand is rebranding.

And it begins with the first Manischewitz Deli on Wheels— a mobile Jewish deli serving authentic cuisine year-round. The food truck brings traditional and modern fare directly to consumers, including knishes, matzo ball soup, babka, rugelach and all-beef hot dogs.

“The Manischewitz Deli on Wheels is backed by a digital and social campaign to keep everyone informed of its locations throughout the year,” said Elie Rosenfeld, CEO of Joseph Jacobs Advertising, the agency responsible for the creative.

Follow the Deli on Wheels at Facebook, Instagram, Pinterest, X and manischewitz.com/foodtruck for “great food, good laughs and updates on where to meet the team.” Rosenfeld told Agency Daily. “We're bringing delicious, authentic Jewish flavors to the masses.”

The truck is also a locus for special events, product activations and Manischewitz merch.

Starting March 27 just ahead of Passover, the Deli on Wheels will debut at high-traffic ShopRite locations in New York and New Jersey, offering free samples of product innovations and holiday staples. The truck pauses during the holiday, from April 12 to April 20, before resuming its travels as a mobile restaurant.

Shani Seidman, CMO of Kayco Kosher, the parent company of Manischewitz, added: “This food truck is a key part of our rebranding efforts, inviting culturally curious consumers to experience and enjoy the richness of Jewish cuisine. It strengthens our connection with loyal customers, while expanding our cultural relevance to a younger Jewish audience and mainstream consumers.”