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.
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