We are proud to announce that our Snyder’s of Hanover Pretzel Pieces campaign was selected by the American Marketing Association (AMA) of Baltimore as the Overall Campaign of the Year as part of its 2013 Marketing Excellence Awards. The award ceremony will be held later this month to recognize the hard work and results of campaigns developed by Baltimore-based marketing agencies.
Working with the marketing team at Snyder’s of Hanover, GKV developed an integrated campaign targeting flavor-seeking consumers to get them to think of and reach for Snyder’s of Hanover Pretzel Pieces instead of other heavily flavored snacks like tortilla and potato chips. The campaign was kicked off last April with a National Pretzel Day social media program and experiential marketing events across five cities in the U.S. We followed the events with a 30-second television spot showcasing the bold flavor of Pretzel Pieces, set to the tune of Patsy Cline’s “I fall to Pieces.” Additional support elements included in-store displays, digital and mobile advertising, and a coupon
Overall, the campaign achieved outstanding results in growth, penetration and branded ad recall. Most importantly, it made a low involvement category fun and engaging; it drove sales and built brand equity. Oh, and we had a lot of fun in the process!
To learn more about the award-winning campaign: