This text is recited by participants at a Passover Seder. Balin contends that this popularity was due to three factors: [6] The growing need for a Haggadah by American Jews interested in conducting a Passover Seder but having little familiarity with religious observance The easy availability of the Maxwell House Haggadah, acquired via "a trip to the local supermarket" The simple, "user-friendly" English and Hebrew layout Fenster notes that until the introduction of the Maxwell House Haggadah, American families purchased new and different Haggadahs each year for their Passover Seder guests. The cover similarly showed these models, a move away from the monochrome covers of the previous 40 years. According to Joseph Jacobs Advertising, this emphasis on the traditional look of a Passover Seder was in response to the trend of American Jews dissociating from religious observance.

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Maisel"-themed lift. The coffee company has given out Haggadah booklets, which contain the Jewish text used to guide the first Passover meal, since The longstanding promotion has set Maxwell House apart from other coffee makers over the years.

But this new television tie-in could help the brand stay relevant in a crowded market. The Emmy-winning show tells the story of aspiring comedian Midge Maisel, a brassy New Yorker who grew up in a traditionally Jewish home. Naor Danieli, brand manager for Maxwell House, described the "Mrs. Maisel" Haggadah as a "premium limited edition.

The Maisel tie-in can make the Haggadah more "approachable," he said. Read More Maxwell House has long appealed to a Jewish customer-base. In , Maxwell House secured the first Kosher for Passover certification for coffee, and it has printed more than 50 million copies of the Haggadah over the years. Danieli described the Maxwell Haggadah as a "staple of Passover.

Maxwell has partnered with other brands on its Haggadah, though not in this way. This year and last year, the coffee brand teamed up with the Manischewitz Company, which makes Passover matzos, on a giveaway. Maxwell House is also giving away more than , copies of its traditional Haggadah, which was last updated in Customers can obtain it by buying Maxwell House products at retail locations.

Correction: This story has been updated to clarify what The Manischewitz Company sells.


There’s Now a ‘Marvelous Mrs. Maisel’ Maxwell House Haggadah



Maxwell House is offering a ‘Marvelous Mrs. Maisel’ Haggadah


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