EAST RUTHERFORD, NJ — In what was no doubt the largest targeted branding opportunity for manufacturers of kosher products, the 12th Siyum Hashas on August 1st fulfilled every expectation and then some. 93,000 people jammed into Met Life Stadium for the completion of the Daf Yomi, a folio-a-day study program of the Talmud that takes 7 ½ years to complete. An additional 60,000 watched the proceedings through a special satellite hookup that was available in nearly 100 locations across the US and several countries abroad. Many also viewed the celebration via a live stream transmitted by a participant.
The food companies were both sponsors and advertisers in Hasiyum, the official program distributed to 150,000 participants. Some had their logos emblazoned across the high-tech video screens. One of the food companies called it a “branding opportunity of a lifetime.” The companies that participated in the sponsorship and advertising included Kedem, Manischewitz, Mehadrin Dairy, Gefen, Klein’s Ice Cream, Schtark, Mezonos Maven, Empire, A&B Famous, Taam, Eden, and Haolam.
The event was organized by Agudath Israel of America, part of a worldwide movement of Orthodox Jews founded in 1912. It was at a conference of the movement in Vienna in 1923 that the Daf Yomi program was introduced. An estimated 80,000 Jews worldwide participate in the daily study program.