Snyder’s of Hanover Debuts the 'Pretzelface' Campaign
Debra John — October 9, 2024 — Marketing
References: instagram & snydersofhanover
Snyder’s of Hanover has launched the ‘Pretzelface’ campaign, created in partnership with Leo Burnett, to integrate pretzels into Halloween snacking. This initiative emphasizes the popular combination of salty and sweet flavors through a mix of humor and folklore.
The campaign features ‘Pretzelface,’ a whimsical Halloween character who engages in “reverse trick-or-treating” by delivering Snyder’s pretzels to households. This character will be promoted across various platforms, including premium "online video (OLV), connected TV (CTV), and a Huluween sponsorship, alongside both paid and organic social media channels; utilizing socially driven and guerrilla-style influencer marketing strategies, the campaign seeks to generate interest in Pretzelface as a new urban legend" that encourages consumers to enhance their Halloween celebrations with a tasty mix of sweet and salty snacks.
Justin Matijcio Hammitt, Associate Vice President of Pretzels at Campbell's Snacks, noted that the campaign offers a humorous take on Halloween folklore, showcasing the enjoyment of sweet and salty treats.
Image Credit: Snyder’s of Hanover
The campaign features ‘Pretzelface,’ a whimsical Halloween character who engages in “reverse trick-or-treating” by delivering Snyder’s pretzels to households. This character will be promoted across various platforms, including premium "online video (OLV), connected TV (CTV), and a Huluween sponsorship, alongside both paid and organic social media channels; utilizing socially driven and guerrilla-style influencer marketing strategies, the campaign seeks to generate interest in Pretzelface as a new urban legend" that encourages consumers to enhance their Halloween celebrations with a tasty mix of sweet and salty snacks.
Justin Matijcio Hammitt, Associate Vice President of Pretzels at Campbell's Snacks, noted that the campaign offers a humorous take on Halloween folklore, showcasing the enjoyment of sweet and salty treats.
Image Credit: Snyder’s of Hanover
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Trend Themes
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Humor-driven Marketing Campaigns — Brands integrating humor into their marketing can captivate audiences by creating memorable and shareable experiences.
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Sweet-and-salty Flavor Innovations — Combining sweet and salty flavors leverages consumer desire for diverse taste experiences, enhancing product appeal.
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Guerrilla-style Influencer Marketing — Utilizing unconventional and socially driven influencer marketing can create buzz and engagement for new campaigns.
Industry Implications
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Snack Foods — The snack food industry can benefit from integrating traditional holiday themes to create seasonal product demand.
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Digital Advertising — Digital advertising platforms, including OLV and CTV, provide expansive reach for creative and seasonally-themed ad campaigns.
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Consumer Packaged Goods (CPG) — Consumer packaged goods companies can explore innovative marketing strategies that combine nostalgia and modern trends.
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