By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert
What does a love poem to smoked fish ๐ have to do with branded merchandise Everythingโif youโre Zabarโs.
The iconic Manhattan grocery store just dropped a limited-edition T-shirt for their 75th anniversary. Itโs simple, nostalgic, and hyper-specific. And itโs paired with a delightfully oddball poem that reads:
๐๐ค๐ฎ๐ฆ ๐ข๐ฏ๐ฅ ๐ก๐ข๐ฃ๐ข๐ณโ๐ด
๐๐ช๐ต๐ต๐ช๐ฏ๐จ ๐ช๐ฏ ๐ข ๐ต๐ณ๐ฆ๐ฆ
๐-๐-๐-๐-๐-๐-๐
๐๐ช๐ณ๐ด๐ต ๐ค๐ฐ๐ฎ๐ฆ๐ด ๐ง๐ช๐ด๐ฉ,
๐๐ฉ๐ฆ๐ฏ ๐ค๐ฐ๐ฎ๐ฆ๐ด ๐ฃ๐ข๐จ๐ฆ๐ญ๐ด,
๐๐ฉ๐ฆ๐ฏ ๐ค๐ฐ๐ฎ๐ฆ๐ด 75 ๐บ๐ฆ๐ข๐ณ๐ด ๐ข๐ต ๐ต๐ฉ๐ฆ ๐ต๐ฐ๐ฑ ๐ฐ๐ง ๐๐ ๐ต๐ข๐ฃ๐ญ๐ฆ๐ด
Itโs the kind of branded swag that actually sells outโnot because it screams LOGO, but because it whispers legacy.
Why This Tee Works: Identity Over Advertising
This is the perfect example of what good branded merchandise should do:
โ
Celebrate your brand story
โ
Align with customer identity
โ
Create something people want to wear
This shirt says:
โI know where to get the good bagels.โ
โIโm a real New Yorker.โ
โIโve been shopping here since before you were born.โ
It taps into something deeper than brandingโit taps into belonging.
Great Swag Is Personal, Not Promotional
The best custom merch isnโt just a walking billboard. Itโs a souvenir. A status symbol. A conversation starter.
Branded merchandise strategy is about more than slapping your logo on a shirt. Itโs about asking:
- What story does this tell?
- Who will this resonate with?
- Would someone wear this twice?
Zabarโs didnโt make a shirt that said โZabarโs.โ
They made a shirt that said, โYouโre one of us.โ
Thatโs the magic.
Make Merch That Makes People Feel Something
Whether youโre a startup or a legacy brand, the lesson is clear:
Your company swag should make your audience feel seen.
Custom branded merch works best when it aligns with:
- Identity
- Taste
- Nostalgia
- Shared experiences
Itโs not just about what youโre sellingโitโs about what it means.
Would you wear a grocery store tee?