In May 2018, singer Netta Barzilai won the Eurovision singing contest, which meant the 2019 finals and semi finals were to be set in Tel Aviv, Israel.
AM:PM, a chain of 24/7 convenience stores in Tel Aviv, wanted to come up with a campaign aimed at the thousands of tourists who were to flood the city.
The result was AM:PM’s Secret Food Guide.
A 32-page catalogue, given away at AM:PM stores, that helps international visitors understand Israeli foods – REALLY understand them.
The catalogue is a 50/50 mix of actual explaining and inside jokes for local Tel Avivians, but you can definitely enjoy these jokes as well.
The catalogue was accompanied by signs around the stores and on shelves.