I think almost anyone living Israel knows Tnuva. Literally meaning produce, it’s the name of the largest and strongest marketing corporation for agricultural produce, specifically dairy products, eggs, and poultry.
Tnuva’s well-known logo evolved with its cottage cheese: a pastoral home in a green meadow. You can find it on many other kinds of dairy products as well.
In commercials, the popular slogan goes “Tnuva – Growing Up in an Israeli Home”.
How Israeli is the Israeli Home?
I read an article today about Tnuva’s new advertising campaigns. Being in a printed newspaper in Hebrew I don’t have a direct link. The closest I could find is this piece (in Hebrew) -
http://www.news1.co.il/Archive/0020-D-226762-00.html?tag=20-10-24
Apparently, Tnuva’s market research shows that there are several segments within Israeli society that do not identify with the term “Growing up in an Israeli home”. They had to come up with new slogans for them, roughly translated as -
For the orthodox Charedi Jews: Tnuva – Growing Up in a Mehadrin Kosher Home.
For Israeli Arabs: Tnuva – Growing up in a Good Home.
For Russian Immigrants: Tnuva – Growing Up in a Home in Israel.
What’s more, according to the article, these three markets combined actually make up more than 50% of the market. So, what does it mean when most homes in Israel no longer identify themselves as Israeli homes?
Food for thought.
on Jan 13th, 2010 at 4:42 pm
Hmmm interesting!
on Jan 14th, 2010 at 8:50 am
I find it curious that they didn’t come up with something more targeted for the Arab market. Seems kinda generic…certainly as opposed to the Charedi slogan.
As for Israeli homes…well, we’ve discussed that before:-)
IsraeliMom Reply:
January 15th, 2010 at 3:57 pm
I am thinking they didn’t really want to single them out by making it “Arab”. They just didn’t want to antagonize anyone by shoving the Israeli aspect down their throat? For myself, I wish they could stick with the “Israeli” slogan and I wish Israeli Arabs would indeed feel part of Israel. I guess it’s not working so well… especially with the current government.
on Jan 20th, 2010 at 10:47 am
First, thank you for stopping by my blog!
I think this is a problem many cultures are having now. As an American, I’m not even sure what growing up in an American home would look like. There are so many cultures here and have been since the beginning that things are different for each home. Traditions are different. There are pockets of areas through the country where certain ethnic groups have settled that would share the same customs, but it’s not something that is shared throughout all the people here, or even the majority.
I’ve been thinking about this for my kids though. My husband is from Mexico and he does have traditions and holidays that he grew up with that I, growing up in the US, didn’t have. I wish he would really work those into our life so that our kids can embrace that part of their culture as well. He doesn’t think it’s that big of a deal, but I do.
I think it’s so important to embrace our history, our culture, our traditions, it’s part of what made us what we are.
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IsraeliMom Reply:
January 20th, 2010 at 11:21 am
Thank you! You do make an excellent point there. I think maybe because of our siege mentality (a small nation surrounded by enemies sort of thinking), we grew up expecting more unity here. But you’re right, most modern countries are diverse now.