Case Studies

Creating a Multi-Billion Dollar Kosher Food Industry

Challenge: A new trade and public show was founded in 1987 to profile the growing number of kosher foods. The show turned out to be a huge success. But how do you turn a niche market into a mainstream growth category? How do you change age-old perceptions of kosher foods and wines that would hinder its expansion?

Solution: LUBICOM researched and compiled data on the sales of kosher foods in the US. It mounted a major public relations offensive, launched an industry publication, created a high end trade show, and in short order kosher became a leading food category with a presence in 18,000 of the nation’s 32,000 supermarkets. LUBICOM Kosher single-handedly turned kosher into a major industry.



Milk is Milk

Challenge: A New Jersey milk producer was looking to penetrate the New York kosher milk market with “better” milk at lower prices. The company argued that its Goldman’s milk was indeed better because the milk came from quality farms that used quality feed without any artificial ingredients. But how do you convince the consumer that milk is not milk and that there are differences between brands?

Solution: LUBICOM mounted a major campaign to educate the consumer that there are differences in the quality of milk. It resorted to public relations, sales materials, and an ad campaign that included the slogan, “You Wouldn’t Just Choose Any Doctor for Your Child, So Why Would You Choose Just Any Milk?” This association of milk with quality ultimately helped Goldman’s milk penetrate the market and become a major success under the Ahava brand.

Taking Gefilte Fish Out of the Jar

Challenge: For generations, most Americans either made gefilte fish at home by buying fresh fish (like Pike or Carp) in the market or buying gefilte fish in jars or cans. Another option that became popular in recent years is pre-cooked frozen gefilte fish, which allows the housewife to prepare or even enhance home-made-tasting gefilte fish. But the predominant gefilte fish was still the jelled and jarred variety. How do you get people to think of frozen gefilte fish as equal or better to the traditional gefilte fish in a jar?

Solution: LUBICOM helped A&B Fish, producers of frozen gefilte fish, develop a marketing strategy for securing a greater share in the gefilte fish market. It included public relations, sales brochures and an ad campaign that said “We’ve Taken Gefilte Fish out of the Jar.” The campaign was highly successful as A&B experienced enormous growth.”