Passover is celebrated by Jews every year to commemorate the miraculous liberation of the Israelites from slavery in ancient Egypt. The occasion acts as an opportunity for Jewish families to reflect on the importance of remembering history, both ancient history and more recent events.

It lasts for eight days, with the date changing from year-to-year as it is based on the Hebrew calendar. This year Passover begins on Saturday 12th April and end on Sunday 20th April, with the first and last days being the most important.

Families and friends will get together for a special meal called the Seder on the first night, during which they re-tell the story of the Exodus – the most important event in Jewish history. This ritual 15-step feast features traditional foods such as matzo (cracker-like bread), which reminds us that when our ancestors left Egypt they had no time to allow their bread to rise.

Jewish people are forbidden from eating leavened products – anything made with yeast or other leavening agents – for the entirety of Passover. This includes almost all bread, cakes, pasta and cookies, the good stuff! Prior to Passover starting, homes are thoroughly cleaned to remove any trace of leavened products, and often special dishes, utensils, and cookware are used for the 8 days.

Avoid Exploiting Religious Themes for Profit

Passover is a deeply meaningful time for Jews, focused on themes of freedom, family, and remembrance of the Passover story. Brands should avoid using it merely as an opportunity to make a profit at the expense of these sacred themes.

Respect Dietary Restrictions

Beyond leavened products, many observant Jews also avoid eating certain ingredients during Passover (like some grains, legumes, and rice). Brands can be respectful to the Jewish community by avoiding using these products at events during Passover and could avoid inadvertently excluding people by promoting foods that are not suitable for the holiday.

Time It Right

Brands should try not to schedule events during Passover to avoid Jewish friends and colleagues being unable to attend. Avoiding these eight days keeps your event inclusive for all.

Acknowledge the Spiritual Significance

It’s crucial that brands who want to support the Passover holiday, show awareness of its spiritual and historical importance. A campaign that only focuses on food products without acknowledging the deeper significance of the eight days could feel shallow or insensitive.

Authenticity Matters

If your brand is choosing to support Passover through marketing, you should strive to feature authentic Jewish voices in your work. Not only will this keep your work authentic, it will also avoid the risk of cultural appropriation.

Be Culturally Competent

If using Jewish symbols, such as the Star of David, brands should ensure that these are used respectfully and accurately. Misusing religious symbols or referencing Passover in a superficial or inappropriate way can be offensive. If you are uncertain, ask someone who understands Jewish traditions to ensure sensitivity.

Support the Jewish Community

Show respect for Passover by supporting the Jewish community in meaningful ways. This could include offering charitable donations to Jewish charities, to show you value and support the community.

Allow time off

Jewish employees will need time off during Passover as work is prohibited on the holiest days, so accept that annual leave!

Representation is key, and it’s important to the Jewish community that brands are seen to be acknowledging and supporting these most important times of year. By striving to be respectful and culturally aware, brands can be allies of their Jewish friends and create marketing campaigns that are both effective and mindful of the deeper meaning of Passover. If in doubt, ask a Jewish friend who will help you navigate how to show your support for the community during this important time.

Download our Opportunity Spots calendar here so you never miss an important date.