won the account for Levy's bread, the Brooklyn bakery was experi-
encing an identity crisis. The local Jewish population wasn't hot for
rye that came wrapped in cellophane and the rest of the city's popu-
lation wasn't particularly curious about rye to begin with. Bill
Bernbach's 1960s "You don't have to be Jewish to love Levy's" cam-
pain simultaneously embraced the city's broad spectrum of ethnici-
ties, re-assured Brooklynites that the broyt would be lovely
with a shmeer, and made the bread the most popular rye in
the country.
