Last month, Manischewitz commemorated the final season of the award-winning series “The Marvelous Mrs. Maisel” with Prime Video. It joined a celebration on Manhattan’s “Marvelous Mile,” on Fifth Avenue from 46th to 56th Street, on April 14. As a part of Prime Video’s wider Maisel Tov campaign, this activation honored all of Midge’s achievements throughout the series with the help of household brands like Manischewitz, Saks Fifth Avenue, the St. Regis, and others.
Reliving the last four seasons, guests walked up Fifth Avenue on a pink carpet, visiting various stops that showcased elements of each season. Brand ambassadors in 1960s garb helped customers for photo moments and passed out maps detailing the show’s iconic NYC filming locations. Stops showcased Midge’s career, starting on the stage of the Gaslight Café, on to the Catskills, the road in Miami, and more.
As part of the activities, Manischewitz set up cookie kiosks distributing nostalgic Manischewitz black-and-whites with a special edition of Manischewitz pink-and-white cookies in honor of Midge’s love for pink.
“The Marvelous Mrs. Maisel,” an Emmy Award-winning series, features two Jewish families on Manhattan’s Upper West Side in the late 1950s and early 1960s. Manischewitz and Prime Video offered a limited-edition, collectible tin macaroon canister that paid homage to the series and its vibrant world.
“We at Manischewitz were thrilled to be part of the ‘Mrs. Maisel’ Season Five send-off,” said Shani Seidman, CMO of Kayco Food Brands and brand director for Manischewitz. “Manischewitz has been a household name and brand for generations, and working with Prime Video on a project that blends tradition with modernity is a joy.”