Maxwell House partnered with the Emmy-winning show “The Marvelous Mrs. Maisel” this year for its Passover campaign, sending out limited-edition Haggadahs with orders of the coffee from Amazon.com Inc.

The Haggadahs were sent to shoppers through Thursday and feature an animated image of the main characters from the Amazon AMZN, -4.12% show.

Maxwell House, part of the Kraft Heinz Co. KHC, -1.57% portfolio, is a 120-year-old brand. It began handing out Haggadahs in 1932, according to Naor Danieli, Maxwell House’s brand manager, making it one of the longest-running marketing campaigns ever.

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“It’s a good way to leverage the combination of the retro feel of the show with its popularity, which allows us to reach new audiences,” Danieli said.

Maxwell House has handed out 50 million Haggadahs, the text recited at the Passover Seder, over the years.

“They would’ve used the Maxwell House Haggadah back in the 50s for their Passover seder,” said Danieli, referring to the show’s characters.

Feedback from experts shows a growing interest in kosher food, and not just around the Passover holiday.

“Dietary law is critical, but kosher consumers are also looking for healthier product options,” said Vicki Jakubovic, spokesperson for Kayco, the company behind Kedem Foods, Kenover Marketing and B&W Foods. “More brands like Heaven & Earth [a Kayco brand] are communicating important product attributes on packages like vegan, organic, plant-based, nothing artificial, and non-GMO.”

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Kosher laws have their origin in religious texts and Jewish traditions, according to Orthodox Union (OU), the kosher certification agency, which provides certification for more than one million products around the globe, according to its website. Certain animals are not kosher and meat and dairy may not be consumed or manufactured together, for example.

Mintel reports on items ranging from alcoholic beverages to frozen snacks that also highlight the “kosher” distinction as part of the premium nature of the product.

“Low/no/reduced sugar claims have gained traction as consumers seek to eliminate unnecessary sugars from their diets,” Mintel wrote in a September 2018 report on refrigerated tea. “Other top claims, such as kosher, environmentally-friendly, and vegan/no animal ingredients, imply better manufacturing processes.”