Friday, September 20, 2019

The original Maxwell House Haggadah has gotten a “marvelous” makeover. Just in time for Passover 2019, the coffee brand, owned by Kraft Heinz, partnered with online retailer Amazon to create a new version of the traditional seder staple.

The Marvelous Mrs. Maisel seder manual, billed as “Midge’s Haggadah,” is a collaborative promotion between Amazon and Maxwell House, showcasing imagery from the award-winning show as well as the traditional kosher-for-Passover certified coffee. Shoppers who purchase Maxwell House Coffee products on Amazon.com will receive a free copy of the haggadah this month, while supplies last.

Midge’s Haggadah, named for the show’s eponymous lead, Miriam (Midge) Maisel, features the “1958” version of the Maxwell House Haggadah cover along with illustrations of the show’s cast, Midge’s brisket recipe and wine “stains.” The “premium limited edition” booklet harkens back to the haggadah’s 1950s version graphically, while retaining 21st-century English vernacular.

The collaboration “... was the perfect opportunity to both honor and update the legacy of our Maxwell House Haggadah,” said Naor Danieli, brand manager for Maxwell House. “There is an organic link between the Maxwell House and The Marvelous Mrs. Maisel brands and we quickly aligned on the idea of creating Midge’s Haggadah—a combination of the 1958 classic version and Midge’s amazing personality.”

Danieli added, “Working with The Marvelous Mrs. Maisel team and Amazon Prime has allowed us to bring this iconic legacy to e-commerce in a unique way.”

“Maxwell House has updated its haggadah only a few times since its original 1932 edition,” explains Elie Rosenfeld, of Joseph Jacobs Advertising, which created the original haggadah for Maxwell House 87 years ago and has managed the project ever since. “This time, we were excited to see our legacy project in a new and fun direction. The Maisel haggadah speaks to the next generation of coffee-drinking seder goers.” The Maxwell House Haggadah was originally created as a promotion to introduce Maxwell House coffee to the Jewish market at Passover.

While the traditional 2019 edition of the haggadah is available as both a free-with-purchase item at most grocery stores and also available in Manischewitz’ 5-lb Matzo box, Midge’s Haggadah can only be acquired as a “free gift” with an Amazon.com purchase of Maxwell House.