• by Fern Siegel , 2 hours ago

Kosher food brand Manischewitz offers more than 70 different products, as well as wine. But the latest in its 137-year history is the homemade jarred soup line.

To bring that message home, the Heart.Works agency produced a new ad campaign — “Serving Suggestions Since 1888” — that celebrates Jewish food in out-of-home, digital and social ads. The product line is showcased with imagery that positions Manischewitz as a modern choice.

The photography is by Ohad Romano, a leading photographer in Israel, who shot the press photos for the Israeli Netflix hit “Shtisel,” in addition to fashion and celebrity spreads.

The OOH ads are running on New Jersey highways and turnpikes, as well as bridges and roads in Manhattan and Queens, before expanding throughout the U.S.

“We didn’t want to stylize the table or sanitize the moment,” Itamar Cohen, creative director, Heart.Works, told Agency Daily. “The Jewish family table is expressive, opinionated, emotional — and deeply loving. Matzo ball soup isn’t just food; it’s the anchor that holds all that together. Our goal was to frame those real dynamics cinematically and let the culture speak for itself.”

“This campaign treats the family table like a stage,” he added. “Every look, interruption and aside is part of the story. Matzo ball soup sits at the center not as a product placement, but as a cultural constant grounding the chaos.”

Manischewitz, a fixture in many American Jewish kitchens, is accompanying the campaign with “Soup,” a new art exhibition at Artifact NYC from Feb. 6-10. “Jewish food has always carried history and identity,” said a company rep. “This exhibition reflects an effort to support artists and storytellers who are engaging with those traditions in thoughtful, contemporary ways.”

The 24-ounce new soup line includes chicken noodle, chicken matzo ball, tomato & rice, split pea, Bubby’s vegetable and mushroom barley.

Founded in 1888, Manischewitz is owned by Kayco, the largest manufacturer and distributor of kosher foods in the U.S., supplying supermarkets and retailers in 30+ countries.