Introducing the pretzel house holiday campaign
Snyder’s of Hanover, a renowned pretzel brand owned by Campbell Soup Company, has boldly ventured into the holiday spirits with its recent collaboration with Saatchi & Saatchi. The partnership focuses on introducing a unique and innovative holiday campaign that aims to replace traditional gingerbread houses with pretzel houses. By encouraging creativity among families during the festive season, Snyder’s of Hanover hopes to establish itself as an essential ingredient for holiday traditions. Through this campaign, the brands seek to emphasize the versatile nature of pretzels and add a unique twist to holiday celebrations, potentially making pretzel house construction a new and popular custom.
Concept and campaign execution
The idea behind the pretzel house derives from the morbid realization that gingerbread houses are constructed using the same materials as gingerbread people. Consequently, the campaign features a humorous yet thought-provoking 30-second YouTube and social media video. The video showcases gingerbread figurines, expressing both humor and concern about the construction of their homes from their “flesh.” Additionally, the campaign includes a dedicated website and social media engagement, both striving to promote interactive content and present thought-provoking discussions that encourage users to question the ethical implications of gingerbread architecture.
Striking a balance in advertising
Dustin Tomes, Executive Creative Director at Saatchi & Saatchi, admitted that achieving equilibrium between capturing younger audiences and preserving the brand’s authenticity was challenging. As the advertising industry continues to evolve, companies like Saatchi & Saatchi must constantly adapt their strategies to cater to the ever-changing preferences of younger generations. Tomes highlighted the significance of blending innovative approaches with the core values and genuineness that the brand represents, in order to create a balanced marketing campaign that resonates with all age groups.
Interactive website for pretzel house construction
To supplement the campaign’s call to action, Saatchi and Snyder’s produced a comprehensive website with step-by-step guides and videos aimed at teaching users how to build their own pretzel houses. Designed as an interactive platform, the website offers a variety of delectable and imaginative pretzel house ideas suitable for all skill levels. It also encourages users to share their personalized pretzel house creations on social media, further fueling excitement and raising awareness about the unique campaign.
Utilizing Pinterest to tap into trends and discussions
To maintain audience engagement and interest in the brand, Saatchi and Snyder’s took the initiative to create relevant Pinterest content. By incorporating prevalent trends and conversations, they effectively increased their visibility on the platform and stayed current within their industry. This approach not only kept the audience invested in the brand, but also ensured that the company remained attuned to contemporary trends, enhancing the campaign’s overall appeal and effectiveness.
In conclusion, the pretzel house holiday campaign by Snyder’s of Hanover and Saatchi & Saatchi demonstrates an innovative approach to reimagining festive traditions while keeping the brand’s authenticity intact. With a clever mix of humor, concern, and creativity, the campaign strikes a balance that appeals to all age groups, making it an example worth emulating in contemporary advertising. As the interests and preferences of younger generations continue to evolve, campaigns such as this showcase the importance of blending innovation with core values and genuineness for a successful marketing endeavor.
First Reported on: marketingdive.com
Frequently Asked Questions (FAQ)
What is the pretzel house holiday campaign?
The pretzel house holiday campaign is an innovative marketing effort by Snyder’s of Hanover and Saatchi & Saatchi that aims to replace traditional gingerbread houses with pretzel houses. This campaign encourages creativity among families during the festive season and emphasizes the versatile nature of pretzels in holiday celebrations.
What is the concept behind the pretzel house campaign?
The idea behind the pretzel house campaign stems from the realization that gingerbread houses are made with the same materials as gingerbread people. The campaign features a humorous and thought-provoking video that poses ethical questions about gingerbread architecture, with gingerbread figurines expressing concern about the construction of their homes from their “flesh.”
How did the advertising team strike a balance in the campaign?
Dustin Tomes, Executive Creative Director at Saatchi & Saatchi, emphasized the importance of blending innovative approaches with the brand’s core values and authenticity while creating the campaign. This balanced marketing approach helps resonate with all age groups, ensuring the campaign’s success.
What resources are available to help people build their own pretzel houses?
Saatchi and Snyder’s have created an interactive website with step-by-step guides and videos to help users build their own pretzel houses. The website also offers a variety of ideas suitable for all skill levels and encourages users to share their creations on social media.
How did Saatchi and Snyder’s utilize Pinterest for the campaign?
By incorporating relevant trends and conversations on Pinterest, Saatchi and Snyder’s effectively increased their brand visibility on the platform and maintained audience engagement. This approach ensured that the company remained attuned to contemporary trends, enhancing the campaign’s overall appeal and effectiveness.
