Yachin, approaching its centennial, unveils a new branding campaign steeped in Israeli spirit, rootedness, and connection to the country's farmers, with the central message: "Yachin - Much More Than Vegetables."
Former President Ruby Rivlin accompanies the campaign, narrating the brand's story in his unique voice. It's a tale of Israeli identity, multi-generational families, roots, and a profound love for the land and its inhabitants—narrated like only Ruby Rivlin can.
With his distinctive and beloved tone, former President Ruby Rivlin adds emotional depth to the specially filmed scenes across Israel, punctuating them with the profound and stirring message: "Yachin - Much More Than Vegetables."
Rivlin has announced that his earnings from the campaign will be donated to social organizations and charities in the country.
Yachin's vegetables are grown with love in the fields from the Negev to the Galilee and the Golan Heights. Yachin's produce reaches every household, family moment, and journey across the country, including the military. Hence, there's much more to them than just vegetables.
This new branding move for the Yachin brand is a strategic step, gaining significance in these days where we feel more than ever how inseparable we are from the Israeli fabric. The connection begins with the farmers cultivating the land, continues with professional agronomists selecting the best vegetable varieties, until reaching all of Israel.
Yachin will continue to strive to provide the many consumers with high-quality local produce, with hope and faith in the unity and prosperity of the Israeli people.
Yachin's food brand's branding campaign is the result of strategic research and development, crafting a communication language aligned with the vision and values of the well-known Israeli brand. The campaign will air in mid-April ahead of the Passover holiday, from the Circus Advertising Office.