October 5, 2016

Instagram, the online mobile photo-sharing, video-sharing and social networking service, turned to Tel Aviv food artist and designer Lital Rozenshtein to design something fresh and original to post in honor of Rosh Hashana, the Jewish New Year.

Rozenshtein’s fun food photo featuring the iconic pomegranate with googly eyes proved to be worth far more than the proverbial 1,000 words. Her simple but ingenious idea to turn this halved fruit-with-a-crown into funny faces has won over the online community.

Instagram’s main account has 191 million followers. Rozenshtein’s picture has been liked nearly one million times, according to the report.

“I told the Instagram representative about Israel and about Rosh Hashana,” Rozenshtein told the Israeli daily Yedioth Ahronoth about how her creation was picked by the Instagram team. “Whenever I cut open the pomegranate fruit, I always imagine eyes and teeth on it. So, I took that idea one step forward.”

The mom-of-two has said that she often visits Tel Aviv’s markets looking for inspiration.

As pomegranate season is now underway – and with this ruby-red superfruit being one of the traditional foods on Rosh Hashana tables – it’s easy to see why Rozenshtein picked the pomegranate for her holiday photo.

The pomegranate is understood to be the fruit that grew in the Garden of Eden and which biblical scouts brought to Moses to show the fertility of the Promised Land. It is also said to contain 613 seeds – corresponding to the 613 mitzvot (commandments) in the Torah.

“I can see something else,” Rozenshtein said about her inspiration for the Rosh Hashana Instagram pic. “Most of the time it’s a surprise, even for me.”

About three months ago, Rozenshtein tried the googly eyes on chocolate chip cookies and popsicles. These were successful, but not nearly as popular as the pomegranate version.

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Jason Harris

Jason Harris

Executive Director

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