In Israel, Paddington Bear eats his marmalade on matzah.
On some posters advertising the new film, "Paddington 2," the British movie creation is being given a kosher-for-Passover makeover.
Elsewhere, Paddington Bear holds his trademark bread and marmalade sandwich shaped as a 2. In Israel, his marmalade is spread on a 2-shaped matzah – the unleavened bread traditionally eaten during Passover to commemorate how the Israelites had no time to let their bread rise as they fled from bondage in Egypt.
A spokeswoman for the Israeli distributor said Thursday the campaign is meant as a nod to the holiday, which starts next week.
During the holiday, bread and other leavened food items disappear from store shelves in Israel.
