Yachin Launches National Media Campaign for Premium Tomato Products

Yachin, a leading Israeli food company, has announced the launch of a major media campaign focused on its specialty tomato products — Pulpe and Pessata — which are made entirely from 100% Israeli-grown tomatoes. The campaign aims to celebrate local agriculture and the essential role tomatoes play in Israeli culinary traditions.

The campaign will be led by renowned Israeli chef Barak Yehezkeli, who emphasizes the direct connection from farm to kitchen, highlighting how Israeli tomatoes form the flavorful foundation of classic local dishes like shakshuka, khreimeh, and more.

Slogan: “Israeli Cuisine Needs Israeli Tomatoes”

The new campaign will run under the slogan “Israeli cuisine needs Israeli tomatoes”, reinforcing the role of Israeli-grown produce in everyday meals and traditional recipes. The company states that the campaign is designed to enhance public appreciation for local farmers and support Yachin’s positioning as an expert in tomato products.

Pure Produce: No Sugar, No Salt, No Preservatives

Pulpe and Pessata — the centerpiece of the campaign — are produced using a meticulous and preservative-free process that maintains the full nutritional value and rich flavor of the tomatoes. Both products contain 100% tomatoes only, without added sugar, salt, or artificial additives.

The tomatoes used in these products are cultivated in the Jezreel Valley and the Galilee, grown by some of the country’s leading agriculturalists. According to Yachin, the company’s close partnership with local farmers is central to the brand’s quality and identity.

Campaign Budget and Strategic Goals

Yachin is investing approximately 3 million NIS in the campaign, which will include TV commercials, digital media, and in-store promotions.

Dafna Lior, VP of Marketing at Yachin, explained the strategy:

“This year’s campaign focuses on our core category — tomatoes. It’s about deepening our consumers’ understanding of our expertise while showing our appreciation for the excellent local produce and the dedicated Israeli farmers who grow it.”