Snyder’s of Hanover Pretzels have been a family staple since 1909. But as time went by, tastier and better for you snacks came along, making pretzels less relevant and appealing. The simple truth? Plain pretzels just aren’t that much fun. Our consumer research confirmed that pretzels are perceived as a boring snack, and most consumers reach for the bold flavors during snack time.
The solution? Bring back the fun. The brand would host a fun, summertime-focused campaign on social media with different weekly activities over the duration of nine weeks. Each weekly activity communicated how America’s Favorite Pretzel fit into America’s Favorite Summer, with one grand prize winner of $10,000 towards their family vacation. The program was hosted on Facebook with support from Twitter, Instagram, three blogger partnerships, a BuzzFeed partnership and a press release.
The goal was to drive sales and to grow/engage our social media network of followers/fans. GKV and Snyder’s of Hanover developed strong content, rewarded participation with the brand, and developed a two-way dialogue with our fans/followers, which increased our base to over 200,000 Facebook fans by the end of 2014. PR efforts to support the campaign included targeted sample mailings to food, health and lifestyle bloggers and editors.
The results? Sales of core product rose by over 12%. There were 22,283 sweepstakes entries, 70,061 new Facebook fans, nationally trending hashtag #pretzelguys, 1.2x social lift from the BuzzFeed partnership, 38.6 million PR impressions and $1.4 million in AVE.