Poster
You Don't Have to Be Jewish — Native American
Levy's · 1965
- Agency
- Doyle Dane Bernbach
- Campaign
- You Don't Have to Be Jewish
Analysis
A portrait of a man holding rye bread widens the audience for a product with a specific cultural name.
“You don't have to be Jewish to love Levy's real Jewish Rye”
audience expansionheadline image contrastportrait
Why it worked
The headline removes a perceived limit on who can enjoy the bread. The portrait supplies a direct visual example of that message, although its costume relies on a stereotype.
Lesson
Address the assumption that keeps new buyers outside the category.
Image source
The copyright status is unclear. Wikimedia Commons marks this copy as public domain. Shown for study and commentary.
Not affiliated with or endorsed by Levy's.