A post by Shiran Botbol, head of the Consumer Brands Division at Dani Levy Communications:
‘Rozalach’ is one of Israel’s most well-known and beloved desserts.
The small doughs made at the popular Landwer food chain have become a cult, considered the ideal Guilty Pleasure, with great mythology behind it.
So much so that when the news website Haaretz once published the recipe for their preparation, it became the most read on the site.
And if that wasn’t enough, when we shared the recipe on our firm’s Facebook page, which is not at all active and has only a few hundred followers, we received thousands of likes and comments. That means more comments from followers we’ve had. We saw that people actually started tagging each other, creating a chain action with an engagement anomaly that was rare at the time.
However, the dessert invented by the Landwer chain and even registered a trademark became a common generic name, and hundreds of cafes all over the country began serving it as their own and even marking it as an official dessert on the menu.
Once, I even found myself arguing with a journalist who claimed that Rozalach is actually an invention of another café brand from Haifa, and only after I explained to her the origin of the name was she convinced (the origin of the name for those who did not know: The group of friends who founded Landwer, Ofer Koren, Oren Maor, and Nir Caspi, previously (and to this day) had an ultra-popular bar called Rosa Parkes. At the end of tired shifts, They would indulge in the only dessert they could produce in the small kitchen, and later when they founded Landwer, they called the dessert Rozalach, while referring to Rosa Parks).
Fast forward 18 years to June 2022. The height of the Web3 and NFT boom.
When the field of collectives exploded, the firm’s CEO, Dani Levy, convened the employees and said: We must find a client who will make the first commercial NFT in Israel.
Before we could send an email to customers, Dani had already closed everything with Ofer Koren, Landwer’s managing partner, and Dafna Rosenzweig, the limitless marketing manager.
Dani knew that the Rozalach dessert was Ofer’s sensitive point, so he convinced him to make NFT of cute Rozalach, a total of six in number, which would buy their buyers a free Rozalach dish for a year in all branches of the chain.
“So,” Dani said, “we will show the world how much the Rozalach s are loved and also *absolutely* determine them as Landwer’s property. The most absolute: on the blockchain.”
So the project got a green light, and we went to our super-programmer friends at Fusionary, who helped us with the cocept, smart contracts and designs, and two weeks later, the project was launched and made a huge positive media noise. The media coverage report presented a value of over 15 million NIS of earned media for the move (the main cost of which was the desserts given to the token holders), without including an immeasurable buzz, such as a review of the campaign in the curricula of senior marketing lecturers, including at respected academic institutions such as Reichman University.
But above all, the most important thing was that the brief got its way, reminded everyone of the origin of the Rozalach, and prevented the continued pirate appropriation of the beloved and talked-about dessert in Israel