NEW YORK — For the 90,000 Jews that gathered at Met Life Stadium on August 1st, the admission ticket featured the logo of Herzog Wine Cellars and Kedem, the largest food and wines sponsor of the Siyum Hashas event that marked the culmination of the seven and a half year study cycle of the Talmud. Kedem along with nearly a dozen other food and wine companies also had ads in Hasyium, the evening’s program booklet that was distributed amongst the 150,000 people that were either at Met Life or at one of the 100 sites that had a direct satellite hookup.
Another large kosher food manufacturer that was in the Hasiyum was Manischewitz. For these large food companies, it was simply a case of being “in the right place at the right time.” Kedem was recently a sponsor of a large food and wine charity event to benefit Renewal, an organization that helps patients with kidney disease. It is also planning to repeat its highly successful food and wine event for the trade and consumers in early 2013.
Manischewitz is a major sponsor of Jewish Heritage Month, which this year included a ceremony at the White House, presided over by President Barack Obama. It also sponsors an annual cooking competition. The companies say that they are simply connecting with their customer base. Marketers concur that sponsorships of events that Kedem and Manischewitz participate in, or organize, leads to more consumer loyalty, an important factor in increasing sales.