Maxwell House Updates Passover Book

Maxwell House has rolled out a brand-new edition of its Haggadah, a guide that, since the 1930s, the iconic coffee brand has offered to Jewish-Americans to help them observe the Passover holiday. The book’s overall look and feel and the interior layout have been modernized. For instance, instead of having English and Hebrew texts on opposing columns of the same page, they’re now on opposite pages, enabling easier and clearer reading in both languages.

Additionally, for the first time since its inception, the English translation has been revised to be more contemporary in language and syntax. All changes were made with the advice and guidance of Jewish scholars.

More than 1 million copies of the refreshed Haggadah have been printed and Maxwell House’s version continues to be the most widely used in the world, according to the brand of Northfield, Ill.-based Kraft Foods.

“Consumers have been inviting Maxwell House to their seder tables for nearly 80 years,” noted Becky McAninch, senior brand manager, Maxwell House coffee. “As a brand, it’s a relationship we cherish. It’s our hope this new Haggadah will become as much an integral part of the holiday as the previous editions have been.”

The Maxwell House Haggadah has always been produced by Joseph Jacobs Advertising, which worked on every aspect of the latest edition, from the creative design to the updated translation.

“Being part of, and now revising, an American icon is one of most gratifying projects we work on,” said Elie Rosenfeld, CEO of New York-based Joseph Jacobs, “We understood the special place Maxwell House Haggadah has at Passover tables and kept that in mind throughout the yearlong process.”

The new Maxwell House Haggadah is now available at select supermarkets nationwide and, as always, is free with the purchase of any of the brand’s coffee products. This year, Passover runs from April 18 through April 26.