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.
Halloween-Inspired Pretzel Campaigns
Snyder’s of Hanover Debuts the 'Pretzelface' Campaign
Trend Themes
1. Humor-driven Marketing Campaigns - Brands integrating humor into their marketing can captivate audiences by creating memorable and shareable experiences.
2. Sweet-and-salty Flavor Innovations - Combining sweet and salty flavors leverages consumer desire for diverse taste experiences, enhancing product appeal.
3. Guerrilla-style Influencer Marketing - Utilizing unconventional and socially driven influencer marketing can create buzz and engagement for new campaigns.
Industry Implications
1. Snack Foods - The snack food industry can benefit from integrating traditional holiday themes to create seasonal product demand.
2. Digital Advertising - Digital advertising platforms, including OLV and CTV, provide expansive reach for creative and seasonally-themed ad campaigns.
3. Consumer Packaged Goods (CPG) - Consumer packaged goods companies can explore innovative marketing strategies that combine nostalgia and modern trends.