Dive Brief:
- Manischewitz, the over 135-year-old brand known for its kosher food products, announced a reality dating show inspired by the tradition of Jewish matchmaking and the role of food in Jewish culture, according to a press release.
- Jewish singles nationwide can apply on an official casting website through June 3 for the chance to be selected for “Manischewitz Matchmakers.” A total of 22 people will be cast for the experience, which will take place in New York City.
- In the end, one couple will be crowned the “Most Couply Couple” and receive a first-date starter pack, inclusive of a Manischewitz “Summer of Love” box. The show, created by comedian and creator Eitan Levine, will air on YouTube and social media beginning July 27.
Dive Insight:
Manischewitz is declaring this season the summer of love with “Manischewitz Matchmakers,” the brand’s first reality dating series. The effort sees Manischewitz tapping into the trend of entertainment-focused, episodic branded content while also nodding to key elements of traditional Jewish culture, a move that could help it shore up stronger loyalty with its target audience.
“Jewish matchmaking is basically a competitive sport — and summer is where it all begins,” said Levine, the show’s creator, in a statement. “This show taps into that shared experience with a mix of nostalgia, chaos and genuine connection.”
Each episode of “Manischewitz Matchmakers” is meant to blend old-school matchmaking with the theatrics of modern reality TV dating shows. In total, 22 contestants will be cast — 11 men and 11 women — and engage in multiple rounds of challenges. Four couples are expected to emerge from the effort, with one pair ultimately named the winner.
Along with walking away from the show with a partner, the winning duo will receive a Manischewitz “Summer of Love” box, inclusive of food, merchandise and entertainment. They will also receive a tag on Instagram. Eligible contestants will receive notifications they’ve been cast between June 4-6 while taping for the series begins June 10. The final product will be released later in July on YouTube, TikTok, Manischewitz’s social channels and the show’s microsite.
Though the latest effort from Manischewitz represents its first foray into the reality dating scene, the brand has been working to grow its know-how in entertainment marketing. In December, the brand partnered with Kosher.com for an original cooking show. “The Great Bubby Cook-Off” will run throughout 2026 and celebrates Jewish home cooking.
Despite marketing largely focused on Jewish culture and traditions, Manischewitz rebranded in 2024 in an effort to appeal to both Jewish and non-Jewish shoppers, and particularly younger consumers. That revamp, which was handled by agency Jones Knowles Ritchie, introduced a new look and logo and sought to capitalize on the embrace of a more diverse range of cuisines in the U.S.
