By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert
Key Takeaways
Zabar’s 75th-anniversary tee came with a love poem to smoked fish, and it works because it speaks to identity, not just branding. Great swag is limited-edition, local, nostalgic and modern, a badge of taste and belonging that resonates instead of just promoting.
What does a love poem to smoked fish 🐟 have to do with swag?
Everything – if you’re Zabar’s.
To celebrate their 75th anniversary, the iconic Manhattan grocery store dropped a limited-edition branded tee. And it didn’t just feature a logo—it came with a perfect poem:
𝘈𝘤𝘮𝘦 𝘢𝘯𝘥 𝘡𝘢𝘣𝘢𝘳’𝘴
𝘚𝘪𝘵𝘵𝘪𝘯𝘨 𝘪𝘯 𝘢 𝘵𝘳𝘦𝘦
𝘚-𝘔-𝘖-𝘒-𝘐-𝘕-𝘎
𝘍𝘪𝘳𝘴𝘵 𝘤𝘰𝘮𝘦𝘴 𝘧𝘪𝘴𝘩,
𝘛𝘩𝘦𝘯 𝘤𝘰𝘮𝘦𝘴 𝘣𝘢𝘨𝘦𝘭𝘴,
𝘛𝘩𝘦𝘯 𝘤𝘰𝘮𝘦𝘴 75 𝘺𝘦𝘢𝘳𝘴 𝘢𝘵 𝘵𝘩𝘦 𝘵𝘰𝘱 𝘰𝘧 𝘕𝘠 𝘵𝘢𝘣𝘭𝘦𝘴
This isn’t just any grocery store tee.
It’s wearable nostalgia, a New York cultural flex, and a prime example of what great custom swag can be.
The Best Swag Aligns With Identity—Not Just Branding
This limited-edition Zabar’s shirt works because it speaks to more than the brand—it speaks to identity:
🥯 “I know where the good bagels are.”
🗽 “I’m an actual New Yorker.”
💬 “This shirt will get people talking.”
Branded merch at its best doesn’t scream look at me—it says this is who I am. It’s not just a promotional product—it’s a story, a memory, a conversation starter.
From Grocery Store to Cult Brand: What Did Zabar’s Get Right?
Here’s why this worked so well:
- Limited-edition swag builds urgency and exclusivity
- It’s deeply local and culturally relevant
- It hits both nostalgia and modern design sensibilities
- The merch becomes a badge of taste and belonging
Whether you’re a local deli or a fast-scaling startup, the lesson is the same:
Merch should do more than promote. It should resonate.
Want Your Brand’s Swag to Feel This Good?
Your branded merch can be more than just a logo tee. It can be:
✨ A flex
✨ A souvenir
✨ A shared wink between fans of your brand
When we create custom branded merchandise for our clients, we’re thinking about more than giveaways—we’re thinking about what people will actually wear, keep, and connect with.
🐟 Would you wear a grocery store tee? Why or why not?
Drop your hot takes below—I’m collecting the best of brand-aligned swag wins (and misses).
FAQ
What did Zabar’s do for its 75th anniversary?
The iconic Manhattan grocery store dropped a limited-edition branded tee that came with a poem, not just a logo.
Why did the Zabar’s tee work so well?
It builds urgency and exclusivity, it’s deeply local and culturally relevant, it hits both nostalgia and modern design sensibilities, and it becomes a badge of taste and belonging.
What is the lesson for any brand?
Whether you’re a local deli or a fast-scaling startup, merch should do more than promote. It should resonate.