Developing a Theoretical Model to Advertise Cultured Meat to the Orthodox Jewish Community: An Analysis of Manischewitz Matzah and Plant-Based Meat Advertising as Case Studies, Alexandra Orbuch, UG '25 (3961415)
Although machine-made Matzah, the unleavened bread ritually eaten on the Passover holiday, was first met with pushback from the Orthodox Jewish community as an alternative to traditional handmade Matzah, advertising practices ultimately helped to bring them into the mainstream and widespread acceptance. In my research, I examine how Manischewitz used advertising tactics to secure the Orthodox Jewish community’s acceptance. Manischewitz’s advertisements alone, while strong in their representation of the Orthodox Jewish specific strategy, will not likely persuade the community, because they reflect the societal concerns of a different era. That is why I also examine modern advertisements for plant-based meat, the most comparable substitution for conventionally produced meat on the market today. By synthesizing how Manischewitz used advertising theory to appeal to the Orthodox Jewish community and how plant-based advertisements appeal to contemporary consumers, I form an advertising model that can be used to advertise cultured meat to Orthodox Jewish consumers in 2022.