U.S. brands get an airing at Israel festival

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TEL AVIV- Israel-based supermarket chain Supersol is putting on its biggest ever America Month, introducing $12m worth of new U.S. products to the Israeli market, backed by a $1.8 million billboard, newspaper, radio and TV campaign via Gitam/ BBDO.

The "Discovering America" festival, which will import more than 1,000 U.S. food products, is the chain's sixth biannual event of its kind that has served to get established many of the U.S. brands that are now permanent fixtures on Israeli supermarket shelves.

Yaacov Ginzburg, VP-marketing of the Supersol chain says the festival is a testing ground for products from which the most successful such as Haagen-Dazs and Ocean Spray are brought into current circulation. "This festival has taught us that Israelis like to try new products," he adds. The relatively high number of expatriate Americans who live in Israel, and Israelis who have traveled to the U.S. also help the introduction of new U.S. brands into the market.

Among the new brands to debut at this festival are Sara Lee's frozen cakes, New York Kosher Deli's salami and pastrami and Pillsbury's Old El Paso Mexican food products. Pillsbury established an Israeli subsidiary, Pillsbury Israel, in late October in order to break into the Israeli market. Pillsbury products will first be imported, but the company later plans to manufacture them locally under license.

Seventy 15-second TV spots are to appear on Channel 2, Israel's only commercial channel, and will stress the largest U.S. marketers represented at the fair: Sara Lee, Pillsbury, and New York Kosher Deli.

Copyright November 1996, Crain Communications Inc.

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