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