On this episode, we’re joined by Shani Seidman, CMO at Kayco, the family-owned brand house behind Manischewitz, Kedem, Gefen, Heaven & Earth, Tuscanini and more.

Shani takes us inside the Manischewitz rebrand: why it couldn’t be “just a facelift,” how her team translated 130 years of equity into a modern, welcoming voice, and the very real mechanics of changing over hundreds of SKUs across thousands of doors.

We dig into the frozen-and-deli push that’s helping Manischewitz become an everyday brand (not just a holiday brand), the packaging system choices, and the operational forecasting required to retire old packaging, sync printers, and hit a clean Passover reset.

Shani also shares why “identity decisions” should be debated widely but art direction should be singular, what to measure (and what to ignore) in the first 6–18 months (and beyond) post-rebrand.

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Episode Highlights:

💡 The real “why” behind the Manischewitz rebrand
🆕 New SKUs
🗓️ Going from holidays to everyday
🧰 The tactical process of a rebrand
🏷️ Packaging changeover at scale
⚖️ Key decision points in a rebrand
🧑‍⚖️ Decision by committee: when it does / doesn’t make sense
🧪 Misleading data
✅ Rebrand recommendations

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Table of Contents:

00:25:22 – Kayco overview
02:10:17 – Manischewitz rebrand – the “why”, it wasn’t just a “face lift”
04:50:14 – Manischewitz rebrand – new SKUs
08:35:08 – Manischewitz rebrand – becoming an everyday brand
11:57:00 – Manischewitz rebrand – what the tactical process looked like
20:13:28 – Manischewitz rebrand – the rollout and packaging changeover at retail
20:13:28 – Manischewitz rebrand – the response from the media, etc.
24:53:14 – Manischewitz rebrand – key decision points
30:05:29 – Decision by committee, when it makes sense and when it doesn’t
32:51:07 – Measuring the impact of a rebrand
36:10:25 – Misleading data
37:51:28 – Recommendations and things to watch out for during a rebrand

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Links:

Kayco – https://www.kayco.com
Follow Shani on LinkedIn – https://www.linkedin.com/in/shani-seidman-profile/
Follow Adam on LinkedIn – https://www.linkedin.com/in/adam-martin-steinberg/
Check out https://www.kitprint.co/ for CPG production design support.