The Kfafganya – Roladin 2018 | Clapboard Ad Archive

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The Kfafganya - Roladin | Clapboard Ad Archive

Roladin’s Hanukkah campaign The Kfafganya, crafted by M&C Saatchi and released in 2018, demonstrates the brand’s continued commitment to staking out cultural leadership in Israel’s highly competitive food and drink market by turning the seasonal Sufganiyah into a springboard for meaningful product innovation. Recognizing that the beloved traditional doughnut, central to Hanukkah festivities, comes with a universal frustration — the sticky, sometimes messy experience of eating it — Roladin introduced the Kfafganya, a clever mash-up of glove and Sufganiyah in its name and functional intent. This campaign deploys what Clapboard’s taxonomy would classify as FORMAT#2—Show the Problem: the creative approach foregrounds the real, relatable dilemma of sticky hands, positioning the Kfafganya as the precise solution by reimagining not just the treat but its entire method of consumption. The narrative is crisply executed and visually persuasive, embedding convenience and playful novelty within the framework of holiday tradition without undermining the ritual itself. M&C Saatchi’s direct strategy distills the central insight — that the core of any enduring brand association is its willingness to evolve the consumer experience — and translates it into a marketable, ownable device that renews Roladin’s relevance as the country’s essential Hanukkah patisserie. The single media asset deployed for this campaign focuses attention tightly on the gesture of eating, dramatizing the transformation from problem to solution through a tactile, almost sensorial intervention that is as shareable as it is functionally new. The Kfafganya becomes more than a product demo; it operates as a symbol of the brand’s capacity to read consumer insights and channel them into tangible innovation, supporting Roladin’s bid to remain inseparable from the seasonal zeitgeist. In the context of Israel’s saturated bakery sector and the emotionally charged Hanukkah season, this work reinforces the power of micro-innovation and design thinking to elevate even the most established product and seasonal occasion. Clapboard rates this 57/100. For the industry, The Kfafganya signals the continuing imperative for established category leaders to preserve emotional distinctiveness by finding smart, culturally tuned answers to the unspoken problems that define beloved rituals.

Credits

Client

Roladin

Agency

M&C Saatchi

Account Management

M&C Saatchi, Tel Aviv, Israel, Idit Zemmer, Ori Krasner

Creative Director

Tzur Golan

Art Director

Ben Keil

Post Production

Alex Osadchi

Category Mind Map

48%

Roladin’s campaign for ‘The Kfafganya’ builds on its established position as Israel’s leading patisserie and bakery chain synonymous with Hanukkah and its traditional holiday doughnut, the sufganiyah. The brand proposition centers on reinforcing Roladin’s market dominance by innovating within its core product offering. By introducing the Kfafganya—a novel concept that fuses the traditional sufganiyah with a glove—Roladin aims to deliver a fresh, convenient way to enjoy the iconic Hanukkah treat, thereby extending its relevance during the holiday season and beyond. The market strategy leverages deep cultural insight, recognizing the sufganiyah’s strong association with Hanukkah and Roladin’s existing brand equity tied to this tradition. Instead of merely reiterating product quality, the campaign adopts a creative narrative approach that combines humor and practicality to address a common challenge: how to eat a sticky, jelly-filled doughnut without mess. This inventive twist targets consumers looking for a modern and playful interaction with a deeply rooted cultural product. By doing so, the campaign appeals to both tradition-minded audiences and younger consumers who appreciate novelty and convenience, effectively expanding engagement within the food and drink category. The direct medium and concise storytelling underlying the campaign focus attention on the singular, innovative product asset, supporting clear brand messaging amidst a competitive holiday market.

FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution. This campaign revolves around the launch of the “Kfafganya,” a new way to eat a Sufganiyah by merging the concepts of a glove and doughnut, clearly addressing an implicit common issue: eating the traditional Sufganiyah can be messy, especially during Hanukkah. The narrative cues point to a problem-solution technique where the product directly resolves a relatable annoyance. The format likely demonstrates the eating challenge and introduces Kfafganya as the specific answer, making Format #2 the best fit. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Angel Bakeries – Angel Bakeries is one of Israel’s largest and oldest bakeries, known for its wide range of fresh, high-quality baked goods at affordable prices. It leverages its heritage and mass distribution network to maintain market dominance, appealing to everyday consumers seeking traditional bakery staples with consistency and reliability. 2. Roladin – (Note: Since Roladin is the subject brand, skip listing itself as a competitor.) 2. Ladurée Israel – Known internationally for its luxury French pastries and macarons, Ladurée positions itself in Israel as a premium patisserie delivering elegance, artisanal craftsmanship, and an upscale consumer experience, targeting discerning customers looking for gourmet bakery products beyond traditional Israeli flavors. 3. Lehamim Bakery – Lehamim emphasizes organic ingredients, artisanal baking techniques, and a Mediterranean-inspired menu. Positioned as a health-conscious, gourmet bakery, it appeals to consumers interested in natural, artisanal quality with a modern twist on traditional baked goods. 4. Greg Cafe – A well-known Israeli cafe and bakery chain, Greg offers a broad menu combining bakery items, coffee, and casual dining. It positions itself as a convenient, lifestyle brand providing quality food and a comfortable atmosphere, catering especially to young urban professionals and families. 5. Aroma Espresso Bar – Although primarily a coffee chain, Aroma also offers fresh baked goods and sandwiches, positioning itself as a trendy, fast-casual food destination. It differentiates through its focus on quick service, quality ingredients, and a vibrant social café culture appealing to busy, urban customers.

Q: What is The Kfafganya about? A: The Kfafganya is a 2018 campaign created by M&C Saatchi for Roladin, Israel’s leading patisserie and bakery chain, and was launched in the Israeli market. The campaign centers on the introduction of the Kfafganya, an inventive product that combines a glove with the traditional Hanukkah sufganiyah, offering a new, mess-free way to enjoy the iconic holiday treat. By leveraging Roladin’s established association with Hanukkah and its renowned sufganiyot collection, the campaign positions the brand at the forefront of festive innovation, reinforcing its leadership in the food and drink category with a culturally resonant and playful twist. Q: What creative device does The Kfafganya use? A: The Kfafganya employs Clapboard’s FORMAT#2 SHOW THE PROBLEM, a creative technique that highlights a relatable consumer issue—in this case, the messiness of eating a jelly-filled sufganiyah—and then presents the product as the direct solution. According to Clapboard’s 12-format taxonomy, this approach uses a clear narrative structure: first demonstrating the challenge, then introducing the Kfafganya as the answer. The campaign’s single media asset visually and conceptually underscores this problem-solution dynamic, making the innovation both tangible and memorable for the audience. Q: What is the campaign proposition for The Kfafganya? A: The campaign proposition for The Kfafganya centers on Roladin’s strategic intent to reinforce its market dominance by innovating within its core offering during Hanukkah. By introducing a novel way to eat the traditional sufganiyah—combining it with a glove—Roladin addresses a common consumer frustration and positions itself as both a guardian of tradition and a driver of modern convenience. The message targets tradition-minded audiences as well as younger consumers seeking novelty, aiming to deepen emotional connections and extend the brand’s relevance throughout the festive season and beyond in the competitive food and drink market. Q: How does The Kfafganya rank in Clapboard's archive? A: The Kfafganya holds a Clapboard Campaign Score of 57/100. This score reflects Clapboard’s assessment of the campaign’s creative ambition, execution quality, and cultural relevance within the global ad archive. Q: Who are the competitors in Roladin's category? A: In the Israeli bakery and patisserie sector, Roladin faces competition from Angel Bakeries, which leverages its heritage and broad distribution to appeal to consumers seeking reliable, traditional baked goods; Ladurée Israel, which brings a premium, French-inspired patisserie experience to upscale customers; Lehamim Bakery, known for its focus on organic ingredients and artisanal, Mediterranean-inspired offerings for health-conscious consumers; Greg Cafe, which combines bakery items with a lifestyle café atmosphere targeting urban professionals and families; and Aroma Espresso Bar, which positions itself as a trendy, fast-casual destination blending quality baked goods with a vibrant coffee culture for busy city dwellers.