The Confessions range from the House of Coffees is one of the few kosher coffee brands available in South Africa. The word kosher not only pertains to foods that conform to the regulations of Jewish dietary law, but is also colloquially used to describe that something is legitimate, proper, permissible. Capitalising on the period between the two highest Jewish holidays, we created and flighted radio ads on a Jewish Radio Station, that embodied a Jewish sense of humour around that which is considered kosher/correct. And in so doing, advertised the brand to a niche market.