# Halloween-Inspired Pretzel Campaigns Snyder’s of Hanover Debuts the 'Pretzelface' Campaign By Debra John | Published 2024-10-09 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/pretzelface-campaign References: [snydersofhanover](https://snydersofhanover.com/Halloween/) & [instagram](https://www.instagram.com/p/DA3f1K1OmNc/?hl=en)  Snyder’s of [Hanover](https://www.trendhunter.com/trends/snyders-pretzel-cabins) 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](https://www.trendhunter.com/trends/sugar-cookie-covered-pretzels) at [Campbell's Snacks](https://www.trendhunter.com/trends/snack-factory-popums), 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 ## Trend Insights (Trend Hunter) - Score: 7.4/10 - Popularity: 96% | Activity: 96% | Freshness: 29% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### 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. ## Related on Trend Hunter - [Halloween Pretzel Buckets](https://www.trendhunter.com/trends/twist-or-treat-halloween-buckets.md) - [Creepy Autumnal Snack Packaging](https://www.trendhunter.com/trends/walkers-halloween-packs.md) - [Sweet-and-Salty Costumes](https://www.trendhunter.com/trends/auntie-annes-and-cinnabon-costumes.md) - [Limited-Edition Halloween Treats](https://www.trendhunter.com/trends/limitededition-halloweeen-treats.md) - [Seasonal Halloween Marketing Promotions](https://www.trendhunter.com/trends/welchs-fruit-snacks-1.md) - [Halloween-Inspired Candy Branding](https://www.trendhunter.com/trends/2026-halloween-product-portfolio.md) - [Social-First Snack Comedies](https://www.trendhunter.com/trends/pretzelized.md) - [Larger-Than-Life Candy Campaigns](https://www.trendhunter.com/trends/15foot-inflatable.md) - [DIY Pretzel Cabins](https://www.trendhunter.com/trends/snyders-pretzel-cabins.md)