Hydrox was a key part of the Jewish-American experience, but the younger generations have only grown up on Oreos. Traditions vanish when they are forgotten. But not on Bubbie’s watch.

Bubbie is bringing Hydrox back by reminding you that it’s not just a cookie, it’s your heritage. And heritage isn’t something you replace with dreck.

So listen to Bubbie, because Bubbie knows best.

BUBBIE’S GUILT TRIP

We’re kicking off our campaign with Bubbie’s Guilt Trip. Follow the sweet smells of milk and honey and wander up to Bubbie’s Cookie Caravan, a dessert truck staffed by guilt-tripping Bubbies, serving up Hydrox. Catch the caravan on its tour around the country to non kosher restaurants. So when you are done with your treif, redeem yourself by tasting the deliciousness that Hydrox has to offer.

Bubbie is disappointed. The next generation of young Jews have no clue what Hydrox even is. What were they even learning in Hebrew school?

So, with the help of her “internet expert” grandson, Shmuel, Bubbie has taken to social media to lovingly guilt the generations of non-Hydrox noshers with the importance of taking responsibility and keeping the culture alive.

She may be a traditional woman, but her humor is unconventional. Bubbie’s got a big personality that’s hard not to listen to. Because after all, Bubbie knows best.

NAG N’ NOSH COOKIE REMINDERS

Bubbie has molded into the face of Hydrox cookies, guilt-ridden reminders to help you stay on the right track in life. 

Reminders like: “Call more often.” or “Anger loves a good nosh.” or “Wash your hands before you eat.”

THE BUBBIE X AWAY COLLECTION

Bubbie has partnered with Away and designed her very own collection of luggage. Hopefully her children that never visit get the hint. The luggage features a built-in, insulated cookie pocket for noshing during your trip. 

DATE JEWISH, GET A COOKIE

Bubbie wants you to find love, but she prays to Hashem that whoever it may be is Jewish. However, nobody uses the Jewish-only dating apps. That’s because they are all on Hinge, the only dating app with religious preferences.

This is why Hydrox has partnered with Hinge, so if you are Jewish and you find another Jewish person you like, instead of the traditional rose, Bubbie will give you a Hydrox cookie to give to your chosen people.

Art Director: Evangeline Gichina

Copywriter: Joey Kaiser