Israeli Cuisine Month, sponsored by American Express, in its third edition, was founded with the aim of honoring and promoting the magnificent local culinary culture. This year, under the curatorial theme “Home”, meals, events and tours were held that celebrated the concept of home in local culinary terms, especially during this complex period for Israeli society.
At the center of the festival were exciting culinary encounters between leading chefs and the general public, bringing to light the richness and diversity of home-cooked Israeli cuisine. Dozens of special events and menus presented fascinating interpretations of the theme of home, creating an opportunity to examine in depth its meaning in local culinary terms. For about a month, thousands of diners participated in restaurants, tours and pop-up events that celebrated the local culinary culture and presented a rich variety of flavors, aromas and shades of home-cooked Israeli cuisine.
All elements of the campaign were created under the creative direction of “The Home”, which led to a graphic language and branding based on images of different home spaces merging with each other. These symbolize the multicultural connection between different home culinary approaches, their richness and uniqueness. Alongside the meals, a host of original content events were held, created under the curatorship of “The Home”, so that all sponsors found expression for their values and collaborated with prominent figures from the culinary community. The organic exposure of the campaign for the festival touched hundreds of thousands of people and included hundreds of posts and stories, tags from influencers, bloggers and chefs, as well as dozens of PR items and articles in the written press and on television.
Israeli Cuisine Month 2024 included a variety of unique events, including the “Home Menu” at 20 leading restaurants, a series of intimate “Kitchens from the Inside” meetings, and “Secrets of Israeli Umami” with Chef Yossi Sheetrit. There were also pop-ups of home-cooked food and culinary tours of leading markets and sites.
The highlight of the events was the Israeli Cuisine Awards ceremony, which took place at the Tel Aviv Museum with the participation of all the leading chefs and culinary professionals in Israel. The ceremony served as a platform for recognizing excellence and creativity in the culinary field. This year, special awards were given to culinary professionals who made significant contributions as part of the Iron Swords War effort, an expression of the community’s deep appreciation for their work during this challenging time.
Israeli Cuisine Month 2024 succeeded in bringing to light the power of Israeli cuisine and produce to connect, comfort, heal and make happy, especially during this challenging time, while collaborating with dedicated partners such as American Express, Sugat, Recanati Winery and Carasso Real Estate.
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