Snyder’s of Hanover — Pretzel Pieces

Pretzels are rarely the go-to snack for someone seeking bold flavor. Snyder’s of Hanover (SOH) wanted to change that with their flavored Pretzel Pieces. SOH wanted flavor-seeking consumers to think of and reach for SOH Pretzel Pieces instead of other highly flavored snacks, like tortilla or potato chips.

The real origin of Pretzel Pieces was a happy accident. While making Sourdough Hard Pretzels, some are broken and removed prior to packaging. Not wanting to let anything go to waste, bakery staff would flavor the broken pieces and sell them at the factory outlet. These flavored Pretzel Pieces turned out to be so popular they were eventually introduced across the country.

To retail this story with a bit of creative license, we introduced Bill and Ned, two scientists working at the SOH “Flavor Kitchen.” Ned is the younger, and more adventurous of the two, always coming up with new and crazy ideas. When Ned tries to get Bill to try his new, whole, boldly flavored pretzel, which clearly had more flavor than a human can handle, conflict ensues, and the pretzel tragically falls and breaks. Eureka! Perfection is achieved, if accidentally. Patsy Cline’s “I Fall to Pieces” drives home the point as the two watch Ned’s creation meet its demise, or its birth, depending on how you look at it.

Results

Copy testing revealed strong ad recall at 42%, unbelievable brand linkage at 86% and 73% top 2 box purchase intent. Subsequent in-market testing resulted in sales gains of 30 – 75% that had a very slow decay rate after the advertising was off-air.