Make way for Mrs. This year brings a new special edition of the Maxwell House Haggadah, one of the most popular Passover Haggadahs ever published in the United States. The special edition, The Marvelous Mrs. First ad for Maxwell House Haggadah. MZ Collection of Shulamith Z.

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Make way for Mrs. This year brings a new special edition of the Maxwell House Haggadah, one of the most popular Passover Haggadahs ever published in the United States.

The special edition, The Marvelous Mrs. First ad for Maxwell House Haggadah. MZ Collection of Shulamith Z. Photographed at the National Library of Israel. This distribution method hearkens back to the original Maxwell House Haggadah, which was billed in advertisements in the Yiddish press as a gift from General Foods Corporation to its Jewish customers.

Any baleboste who purchased a can of Kosher for Pesach Maxwell coffee, would receive a new, modern, illustrated Haggadah with an English translation for the Seder. The promotion included an image of the cover of the Haggadah.

Early edition of Maxwell House Haggadah. Yeshiva University Libraries. MZ, March 4, ; F, March 10, These ads were designed to make Maxwell House appealing to the Jewish consumer in a number of ways. The ads of and touted the virtues and qualities of the coffee: it was kosher for Passover and packed under the supervision of Rabbi Zvi Hersch Kohn, as it had been in previous years, and was the only coffee for Passover approved by the rabbinic periodical, HaPardes.

Serving suggestions in the ads were designed for the Jewish home, such as, at the Seder and at all fleishik meat meals you can drink black coffee, and at breakfast or with milchik dairy meals you can drink it with milk or cream. The ads also pointed out that every Sunday you could listen to the Jewish Symphony Ensemble in a program of classical Jewish music while you drank your coffee. The advertising campaigns and the kosher for Passover certification were the brainchild of Joseph Jacobs , a pioneer in marketing to the Jewish market, who convinced the southern based non-Jewish company that the Jewish and Yiddish speaking community, comprised of comparative newcomers to America, was a worthwhile clientele to pursue.

The image promoted family harmony at a time when Jewish parents and children may well have been speaking different languages and at different stages in their adjustment to life in the United States.

Women were frequently the focus of Maxwell House advertising, as seen in the appeal to the baleboste in the ad for the Haggadah. The ad states that in the past fifty years, the positive influence of the Jewish woman has been felt in all religious, philanthropic, and communal activities but nonetheless, the Jewish woman has not neglected the traditions of the Jewish home in the least, she does everything for the well-being of her family, serves them the finest food, and the most delicious coffee — Maxwell house coffee.

Indeed, the ad subliminally indicates that Maxwell house coffee has helped the Jewish woman care for her family. Maxwell House Haggadah. Date unknown. The new Marvelous Mrs. The show, the Marvelous Mrs.

Maisel, a fearless, brash, comedienne and career woman, is a very different representation of a Jewish woman than the Jewish woman of the ad or the baleboste of the s advertisements. The advertisements and approach of Maxwell House now a Kraft Heinz product over the past ninety years to the Jewish consumer market provide a window into the changes in views of the Jewish woman during that time period and shifts in how corporations approach consumers.

The Haggadah, an advertising ploy, published by a company which initially needed to be coaxed to advertise its wares to a new and unfamiliar market — the Jewish market, has become a Jewish icon in its own right. To see the Mrs. Berger, Shulamith Z. New Series. Vol IV. Singer, Jenny. Images of Maxwell House ads photographed by Shulamith Z. Library Yeshiva University. If you enjoyed this article, please consider sharing it! Comments are closed.


Wonder why Maxwell House makes Passover Haggadot? You’re not alone

Why us? For the gentiles reading this, let me spell a few things out. This weekend Passover begins. Jewish people around the world will gather around Seder tables and read from a Haggadah, a text containing the story of the Jews leaving Egypt, along with prayers and commentary. Of course, my grandfather would modify it in his own way. In the s, Maxwell House had a problem.


Maxwell House introduces a Mrs. Maisel-themed Passover Haggadah

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The Maxwell House Haggadah is an English-Hebrew Passover Haggadah introduced by the Maxwell House company as a marketing promotion in and printed continuously since that time. With over 50 million copies in print, it is the best known and most popular Haggadah among American Jews, and is considered a cultural icon. It is used at Passover Seders in homes, schools, senior centers, prisons, and the United States Army , and was the edition used by President Obama and his guests at the White House Passover Seder conducted yearly from to In a new English translation replaced archaic phrases in the original and also incorporated gender-neutral language. This text is recited by participants at a Passover Seder.

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