Dive Brief:

• Kraft Heinz brand Maxwell House Coffee is partnering with the Amazon Prime Video Emmy- and Golden Globe-winning series, "The Marvelous Mrs. Maisel," to celebrate Passover with an exclusive Passover Haggadah, a Jewish text that sets out the order of the Passover Seder, according to a press release.
• Consumers who order Maxwell House coffee on Amazon will receive a limited-edition Haggadah that takes the classic text and adds some of the personality of Midge, the show's main character and a standup comedian. The coffee brand has distributed more than 50 million copies of the Maxwell House Passover Haggadah over the last 80 years. 
• The campaign has a landing page on Amazon where visitors can learn about Haggadah, the "Mrs. Maisel" show and Maxwell House's history as well as order coffee. Fans can follow the conversation on Maxwell House’s Twitter, Instagram and Facebook pages. 

Dive Insight:

By teaming up with Amazon and its hit show, Maxwell House seeks to connect with fans of the popular show — who skew towards higher-income consumers living on either the West or East Coast — and become a fixture in the Passover celebrations for a new generation of Jewish households. The campaign could also resonate with millennials, who are drinking more coffee than other demographics, but have preferred gourmet coffee brands. 

Consumer packaged goods brands continue to ramp up their e-commerce efforts to meet the growing interest in online grocery shopping. As Amazon dominates the space, Maxwell House is showing how brands can create unique partnerships with the site that combine e-commerce, popular programming and promotional offers. The brand’s landing page for the campaign features the story of the history of the Maxwell House Passover Haggadah and a more modern message that connects the story to the Amazon series, along with links to purchase. Late last year, Mondelez brand Oreo offered a playable turntable that spins cookies instead of vinyl on Amazon. 

Amazon has rolled out several new ad offerings as it strives to grow its ad businesses. Brand and product landing pages featuring unique content have helped brands drive engagement and boost sales. For example, Cotton Inc.’s Fashion Delivered banner ads on Amazon saw click-through-rates at 5% compared to the average 1%.

Amazon embraced interactive and experiential events for its marketing of "Mrs. Maisel." The company reopened the iconic Carnegie Deli in New York City, which closed in 2016 after 79 years in business, as a pop-up experience to promote the show. Created with Tool of North America, the experience featured accurate 1950s-era décor, pricing and menu items. The campaign saw 1.9 billion press impressions and 36 million social media impressions, and served more than 11,000 customers within a few days.