Passover 2026: Full-Funnel Holiday Campaign
$7,472 in a single campaign — Zeitlin’s highest-revenue holiday to date, built on reading price sensitivity in real time and adjusting mid-flight.
Zeitlin’s Delicatessen, NYC-style Jewish deli in Chicago. I ran 100% of marketing solo, remote, across paid media, email, and analytics. Passover is the highest-stakes holiday on the calendar — a single-night ordering deadline (the Seder) with a high-ticket menu.
Passover pre-orders are win-or-lose in a 4-week window, split across a complex catalog (a $280–560 Full Seder Menu plus 20+ à la carte items), with two different fulfillment nights competing for the same production capacity.
- Built a 13-email sequence (9 to the main list, 4 to a separate investor list) with a deliberate urgency arc — the best-performing send of the entire campaign was “Day 1 Cut-off,” a pure deadline email with no new content.
- Ran Meta Ads (4 campaigns: conversion, remarketing off-site visitors, test, Bento-lead remarketing) and Google Search Ads in parallel.
- Segmented an investor list separately, using warmer, more direct offers — that list’s average CTR ran 8x the main list’s.
- Tracked order velocity by day and by fulfillment date to separate top-of-funnel priming from last-3-days conversion, instead of crediting only last-click.
“I adapted the same core creative across video, static, and print — keeping the concept consistent without just repeating the same asset everywhere.”
Midway through, I started worrying that the Full Seder Menu’s entry price was too high a bar for a big chunk of the audience. So I added a second track built around lower-priced, à la carte products — accepting that this would compress ROAS, since ad spend on cheaper items eats up close to the full purchase value. It was a deliberate trade-off: reach over efficiency on that specific track.
That bet paid off in an unexpected way. As the deadline approached, FOMO took over — last-minute orders spiked hard in the final days, driven by the urgency messaging in the emails and headlines (see “Day 1 Cut-off”). This wasn’t a conceptually creative campaign — no big idea, no clever hook — but it was an effective one, built on reading price sensitivity in real time and adjusting mid-flight instead of waiting for a post-mortem.
- $7,472 gross revenue, 44 orders — Zeitlin’s highest-revenue holiday campaign to date, up from $4,309 at Purim.
- Meta: 4.27x platform ROAS on the main conversion campaign ($274 spend → 4 attributed purchases).
- Email: 45.29% average open rate across 44,246 sends (food/restaurant benchmark is ~20–25%).
- Full Seder Menu drove 52.9% of revenue from just 25% of orders — confirmed it as the anchor product, à la carte as the reach layer.