Yad Mordechai Marketing Head Discusses Brand's Legacy and Future
Lilach Dolev Ben Kedar, head of marketing and innovation for the iconic Israeli brand Yad Mordechai, part of the Strauss Group, shared insights into her career and the brand's strategy in a recent interview. Ben Kedar, who has been with Strauss for nearly two decades, has held various marketing roles across different brands before leading Yad Mordechai.
She highlighted the brand's 90th-anniversary celebration as a particularly proud achievement. The campaign, themed 'Honey of Blessings,' revived a tradition of nostalgic honey packaging featuring New Year's greetings inspired by old blessing letters. Ben Kedar emphasized that this initiative connected the brand's past with the present, resonating with Israelis by tapping into cherished memories and national pride, making the 90-year-old brand relevant to younger generations.
Ben Kedar stressed the importance of understanding all aspects of a business for aspiring marketers, advocating for hands-on experience in supermarkets, factories, and customer service centers, in addition to digital and technological tools. She identified curiosity as the most critical trait for marketers, driving learning, innovation, and adaptation in a changing landscape.
She also praised the Israeli brand 'Nei HaSadeh' and its founder, Noi Has, for challenging conventions in agriculture and building a strong business with a clear identity. Ben Kedar expressed a personal commitment to social responsibility, believing that strong brands should contribute positively to society and leave a lasting impact beyond their products.
When traveling abroad, Ben Kedar enjoys exploring local supermarkets, drawing inspiration from packaging, trends, and flavors, which she finds fascinating and a source of new ideas.
