Matzo Maker Hides Winning Codes for Passover
It’s not quite Willy Wonka’s Golden Ticket, but it’s an intriguing promotion for Passover.
R.A.B. Food Group, the maker of Manischewitz Matzo, is putting instant-win codes that could be worth $1,000 inside boxes of matzo for Passover Seder.
About 400,000 boxes of Manischewitz Passover Matzo will carry game codes that consumers redeem at www.manischewitz.com.
Ten of the codes are instant-win “afikoman” pieces, each worth $1,000. Afikoman is a piece of Matzo that’s hidden at the beginning of Passover Seder and then eaten at the end of the meal. R.A.B. likens the hide-and-seek of the afikoman to an Easter egg hunt.
The game runs through May 8; Passover takes place from April 2-10.
The afikoman hunt comes on the heels of R.A.B.’s Simply Manischewitz Cook-Off that brought six finalists to New York last month to prepare their original kosher recipes using Manischewitz products. The top chef, Candace McMenamin, won a grand-prize suite of kitchen appliances and $8,000 in cash and savings bonds.
