Tonight’s Seder Brought To You By Maxwell House

But first, for all you goys, a historical primer on the holiday:

Chet Fenster argues that the coffee company created the “perfect example of how to do branded content right”:

In 1923, Maxwell House saw an opportunity and introduced the first kosher for Passover coffee; others soon followed. Looking to solidify the brand in the minds of Jewish consumers in the early 1930s, Maxwell House’s ad agency employed an innovative marketing tactic for the time: branded content.

Well, that’s what we call it today. In fact, Maxwell House decided to publish a book, specifically a Haggadah, and offer it to customers for free with the purchase of a can of coffee. (A Haggadah recounts the Exodus from Egypt, comprised of prayers, songs, and stories which guide the Passover Seder.) The Maxwell House edition was an instant hit. Today, it’s the most popular Haggadah in the world, with over 50 million printed.

This Haggadah is so ubiquitous that it’s become difficult to find others. When I went to a Judaica shop in NYC looking to buy a nice set of Haggadahs, the salesperson suggested I hit the supermarket and pick up the Maxwell House edition: “They’re really good,” she exclaimed.