Introducing a new holiday tradition
In an innovative and entertaining partnership, Campbell’s pretzel brand, Snyder’s of Hanover, has joined forces with ad agency Saatchi & Saatchi to develop a PSA-style commercial that highlights the peculiar idea of gingerbread characters residing in houses constructed from their own material. This creative and humorous approach aims to captivate consumers while emphasizing the delightful absurdity of gingerbread people inhabiting homes made of themselves. Through this engaging campaign, Snyder’s of Hanover and Saatchi & Saatchi intend to generate buzz for the brand and foster a sense of enjoyment associated with their pretzel products.
As a fun alternative to gingerbread houses, Snyder’s of Hanover has introduced the idea of building pretzel houses during the holiday season. This creative twist on a classic holiday tradition not only offers a fresh experience for families and friends to enjoy, but also showcases the versatility of pretzels in the realm of festive treats.
Embracing pretzel creativity
With a variety of pretzel shapes and sizes available for construction, pretzel houses provide a delicious and unique opportunity to express one’s artistic talent while bonding with loved ones. Targeting a festive moment for pretzels, the campaign showcases a 30-second YouTube and social media spot that humorously tackles the gingerbread individual’s housing predicament. Using a light-hearted approach, the advertisement aims to resonate with consumers by injecting humor into the age-old holiday tradition of gingerbread house making.
The witty narrative not only highlights the delicious versatility of pretzels as a festive treat, but also positions them as a fun alternative to gingerbread in holiday home construction. Saatchi & Saatchi Executive Creative Director Dustin Tomes acknowledges that finding a balance between engaging younger audiences and preserving brand authenticity was difficult.
Striking a balance in marketing strategy
Tomes explains that brands must evolve their messaging and overall approach to appeal to the ever-changing preferences of younger generations, without losing their core identity or alienating long-standing customers. To overcome this challenge, it is essential for companies to deeply understand their target audience, stay abreast of cultural trends, and constantly innovate in their marketing strategies while maintaining a strong connection to their brand’s roots.
In addition to the advertisement, Snyder’s has introduced a website offering detailed directions and videos on constructing various styles of pretzel houses. The website provides a step-by-step guide, catering to beginners as well as seasoned crafters, ensuring an enjoyable experience for all ages. Furthermore, the engaging tutorial videos cover a wide range of designs and techniques, inspiring creativity and giving users the confidence to build their very own pretzel masterpieces.
Expanding the pretzel trend on social media platforms
Expanding on the trend, pretzel-inspired decorations and crafts have been shared on Pinterest to sustain the conversation. These creative DIY projects range from pretzel-shaped pillows and wreaths to unique centerpiece arrangements and wall art. The pretzel-themed ideas allow for versatility and an aesthetically pleasing way to incorporate the popular snack into various aspects of one’s home or event decor.
This innovative and entertaining partnership between Campbell’s Snyder’s of Hanover and ad agency Saatchi & Saatchi is a prime example of how companies can use creative marketing techniques to stay relevant and resonate with their target audience. By introducing a fun and unique alternative to a traditional holiday activity, Snyder’s of Hanover successfully showcases the versatility and appeal of their pretzel products while generating buzz for the brand. Through their engaging campaign, they evoke a sense of enjoyment and foster a new appreciation for pretzels in the world of festive treats.
First Reported on: marketingdive.com
Frequently Asked Questions
What is the purpose of this new holiday tradition?
The purpose of this new holiday tradition is to provide a fun and unique alternative to gingerbread houses by using pretzels instead, showcasing the versatility of pretzels in the realm of festive treats.
What type of advertisement was created by Snyder’s of Hanover and Saatchi & Saatchi?
The companies developed a PSA-style commercial that uses humor to highlight the peculiar idea of gingerbread characters residing in houses made from their own material, with the goal of capturing consumers’ attention and generating buzz for the brand.
How does the marketing strategy aim to appeal to younger audiences while maintaining brand authenticity?
The marketing strategy aims to strike a balance by deeply understanding the target audience, staying abreast of cultural trends, and constantly innovating while maintaining a strong connection to the brand’s roots.
What resources are available for those interested in building pretzel houses?
Snyder’s of Hanover has introduced a website that offers detailed directions, videos, and step-by-step guides for constructing various styles of pretzel houses, catering to beginners as well as seasoned crafters.
How has the pretzel trend expanded on social media platforms?
Pretzel-inspired decorations and crafts have been shared on platforms like Pinterest, showcasing projects such as pretzel-shaped pillows, wreaths, centerpiece arrangements, and wall art, allowing users to incorporate the popular snack into various aspects of their home or event décor.
