The Most Game-Changing Rebrand of 2024 | Shani Seidman, Kayco

On this episode, we’re joined by Shani Seidman, CMO at Kayco, the family-owned brand house behind Manischewitz, Kedem, Gefen, Heaven & Earth, Tuscanini and more. Shani takes us inside the Manischewitz rebrand: why it couldn’t be “just a facelift,” how her team translated 130 years of equity into a modern, welcoming voice, and the very real mechanics of changing over hundreds of SKUs across thousands of doors. We dig into the frozen-and-deli push that’s helping Manischewitz become an everyday brand (not just a holiday brand), the packaging system choices, and the operational forecasting required to retire old packaging, sync printers, and hit a clean Passover reset. Shani also shares why “identity decisions” should be debated widely but art direction should be singular,  what to measure (and what to ignore) in the first 6–18 months (and beyond) post-rebrand.—---------------Episode Highlights:💡 The real “why” behind the Manischewitz rebrand🆕 New SKUs 🗓️ Going from holidays to everyday🧰 The tactical process of a rebrand🏷️ Packaging changeover at scale⚖️ Key decision points in a rebrand🧑‍⚖️ Decision by committee: when it does / doesn’t make sense🧪 Misleading data ✅ Rebrand recommendations—---------------Table of Contents:00:25:22 – Kayco overview02:10:17 – Manischewitz rebrand – the “why”, it wasn’t just a “face lift”04:50:14 – Manischewitz rebrand – new SKUs08:35:08 – Manischewitz rebrand – becoming an everyday brand 11:57:00 – Manischewitz rebrand – what the tactical process looked like20:13:28 – Manischewitz rebrand – the rollout and packaging changeover at retail20:13:28 – Manischewitz rebrand – the response from the media, etc.24:53:14 – Manischewitz rebrand – key decision points30:05:29 – Decision by committee, when it makes sense and when it doesn’t32:51:07 – Measuring the impact of a rebrand36:10:25 – Misleading data37:51:28 – Recommendations and things to watch out for during a rebrand—---------------Links:Kayco – https://www.kayco.comFollow Shani on LinkedIn – https://www.linkedin.com/in/shani-seidman-profile/Follow Adam on LinkedIn – https://www.linkedin.com/in/adam-martin-steinberg/ For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out KitPrint.Shout out to my friends over at Glimpse, the go-to partner for automating retail-related back-office operations and unlocking margin trapped in invalid fees and manual processes.Are you in the market for a new flexible packaging partner? Check out HD Packaging. Third-generation, family-owned and built for the needs of category leaders like Newman’s Own and A Dozen Cousins. Faster launches, lower costs, and no artwork fees.