Abeles & Heymann (A&H), recognized as America’s #1 kosher hot dog brand, partnered with Bender Group PR to expand its audience, modernize its image, and reinforce its reputation for quality and authenticity.
To support this evolution, Bender Group PR developed a campaign centered on transparency, product quality, and behind-the-scenes storytelling—positioning A&H as both a legacy brand and a modern choice for today’s health-conscious consumers.
Watch the Campaign in Action
Client Overview
Abeles & Heymann is a premium kosher meat brand known for its commitment to quality, clean ingredients, and traditional preparation methods.
While the brand held strong equity within the kosher category, growth required expanding beyond its core audience and appealing to a broader segment of consumers, including those focused on ingredient transparency and product quality.
Key objectives included:
- Expanding awareness beyond the kosher consumer base
- Reinforcing product quality and ingredient standards
- Supporting a modernized packaging rollout
- Introducing new, better-for-you product lines
Strategic Approach
Bender Group PR developed a campaign focused on transparency, brand heritage, and evolving consumer preferences.
The strategy centered on:
- Positioning A&H around clean ingredients and product quality
- Highlighting the brand’s family-driven heritage
- Aligning messaging with health-conscious consumer trends
- Using strategic public relations planning to support both brand perception and product rollout
This approach reflects a modern brand evolution strategy—where legacy credibility is combined with transparency and relevance to meet changing market expectations.
Campaign Execution
To bring the strategy to life, Bender Group PR executed a campaign built around media storytelling, executive visibility, and product-focused content.
Behind-the-Scenes Brand Storytelling
A central element of the campaign was a behind-the-scenes look at the A&H production facility.
This approach:
- created transparency around sourcing and manufacturing
- reinforced product quality and ingredient standards
- differentiated the brand from competitors through openness
By giving audiences direct access to how products are made, the campaign built trust and credibility.
Executive-Led Media Positioning
The campaign featured interviews with CEO Seth Levitt, adding authority and authenticity to the brand narrative.
This helped:
- humanize the brand through leadership visibility
- communicate product values directly to consumers
- strengthen credibility across media coverage
Product Innovation & Packaging Rollout
The campaign supported the introduction of new product lines and updated packaging, including:
- no-nitrite and no-nitrate turkey products
- modernized packaging design aligned with current retail trends
- clearer messaging around ingredients and quality
This positioning aligned with broader consumer demand for cleaner, more transparent food products.
Integrated Media Outreach Strategy
Bender Group PR executed a targeted earned media strategy designed to reach both core and expanded audiences.
The approach included:
- product-focused storytelling across lifestyle and food media
- visual content showcasing production quality
- executive interviews to reinforce messaging
- national outreach tied to retail availability
Featured Media Coverage
The campaign generated broad visibility through on-air segments and national media placements.
Notable elements included:
- Behind-the-scenes production feature coverage
- Executive interviews with Seth Levitt
- Product-focused storytelling across consumer and business outlets
- National exposure aligned with retail distribution
This coverage helped extend A&H’s reach beyond its traditional audience.
Campaign Highlights
- Strategic repositioning of a legacy brand for modern consumers
- Emphasis on transparency through behind-the-scenes storytelling
- Executive-led brand narrative with Seth Levitt
- Launch of cleaner-label product lines
- Support for modernized packaging rollout
- National retail alignment with Costco and BJ’s Wholesale Club
The campaign amplified national visibility through strategic storytelling and retail alignment, including distribution in major chains such as Costco and BJ’s Wholesale Club—reinforcing both accessibility and brand credibility.
Results and Impact
The campaign successfully expanded Abeles & Heymann’s visibility while reinforcing its leadership in the kosher meat category.
Key outcomes included:
- Increased awareness among health-conscious consumers
- Expanded reach beyond the core kosher audience
- Strengthened brand credibility through transparency and storytelling
- Enhanced positioning within national retail markets
The campaign demonstrates how strategic PR campaigns can help legacy brands evolve—bridging tradition with modern consumer expectations.
Backyard BBQ Contest reach:
22,537 entries
22,537 entries
Related Public Relations Services
This campaign combined brand repositioning, executive visibility, product storytelling, and media relations strategy to modernize perception and drive awareness.
It highlights how strategic PR can:
- Evolve established brands for new audiences
- Align messaging with consumer trends
- Reinforce credibility through transparency
Our Work in Action
Take a closer look at how brands have used public relations to navigate challenges and achieve meaningful results.
Take Control of Brand Narrative
Launching a new product requires more than visibility—it requires creating a moment that captures attention and drives action.
Bender Group PR helps brands align strategy, storytelling, and media through public relations services designed to drive real market impact.
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