America’s favorite pretzel brand and GKV client, Snyder’s of Hanover, is putting the fun back into snack time. Beginning this March, Snyder’s of Hanover is encouraging consumers to “Discover the Pretzelbilities” of the classic pretzel with a new 360° marketing and national advertising campaign. This integrated campaign marks a new era for the leading pretzel brand and paves the way for a continued expansion of innovative snacks for pretzel-lovers.
“Discover the Pretzelbilities” spotlights the fun and creativity that can be had with the classic salty snack; from adding a pretzel topping to your favorite ice cream sundae to using pretzel sticks as toothpicks for your next cheese plate, Snyder’s of Hanover is giving consumers permission to play with their food. The new campaign demonstrates that the stackabilities, dipabilities and topabilities are endless.
As part of the campaign, Snyder’s of Hanover will roll out new creative executions, including television and digital ads, print ads, and a redesign of the brand’s website. Eye-catching new packaging designs, as well as a variety of new pretzel innovations, will also be added to the snack aisle.
The first TV commercial to be released is titled “Anthem” and will serve as the core spot of the campaign. Featuring original music and animation in a fun, upbeat sequence of Pretzelbilities, this initial ad will serve as an introduction to the tagline and the song, as well as showcase the versatility of pretzels. The TV spots to follow will focus on entertaining, family, innovation and specific pretzel varieties.
Snyder’s of Hanover is launching the campaign to reinvigorate the core products, while continuing to excel in pretzel innovation. Last month, the brand introduced three new varieties — Pretzel Poppers™, Bowties and limited time Raspberry Creme Sweet Pretzel Sandwiches. It also reintroduced the classic Peanut Butter Pretzel Sandwiches, now with a Touch of Honey.
The TV campaign is running nationally in all markets beginning on March 16 through May 24, and again between August 31 and October 11. There are a total of five TV spots, two of them highlighting specific products. The digital ads will run in three flights between April 20 and October 4, primarily through ad networks.View three of the new commercials airing nationally by clicking here.
“‘Discover the Pretzelbilities’ gives the adventuresome side of Snyder’s of Hanover a chance to shine,” said Dave Broscious SVP/Associate Creative Director, GKV. “More than that, it’s an invitation for people to join the brand in discovering all that’s possible with pretzels, and we are thrilled to help bring that to life with this exciting new campaign.”
Fans can connect with the Snyder’s of Hanover brand and discover even more possibilities for pretzels by visiting the brand’s Pinterest page and Facebook page; join the conversation by using the hashtag #Pretzelbilities. To explore Snyder’s of Hanover’s more than three dozen varieties of pretzels and snacks, visit http://www.snydersofhanover.com.