Snyder’s of Hanover, a more than 100-year-old pretzel brand, leveraged National Pretzel Day on April 26 by hosting a series of sampling activations at events nationwide designed to introduce large audiences to the array of flavors the crunchy snack has to offer. Snyder’s National Pretzel Day celebrations took place at the Penn Relays in Philadelphia (the world’s largest track and field meet), at the Bicentennial Plaza at Inner Harbor in Baltimore, at Fountain Square in Cincinnati, at the Minnesota Twins game at Target Field in Minneapolis, and at the San Diego Zoo.
Consumers sampled three of the brand’s boldest flavored pretzel pieces from an old fashioned cart including Honey Mustard and Onion, Hot Buffalo Wing and Bacon Cheddar. They also could take photos with props and giveaways like pretzel-shaped glasses and “I Tasted How Great a Pretzel Can Be” t-shirts in exchange for sharing the images on Instagram or Twitter with the hashtag #NationalPretzelDay. The day’s events were a lead-in to a national TV and digital campaign to be launched mid-May in 27 markets across the country.
“Our goal is to increase household penetration and expose people to our variety of pretzels, the many different shapes, sizes, tastes of pretzels—and to communicate to consumers that we think there is one out there for everyone,” Bob Gould, marketing manager at Snyder’s of Hanover, told Buzz. “What better platform than National Pretzel Day to shout that loud and wide?” Agency: GKV, Baltimore.