Snyder’s needed to achieve category sales growth and awareness through Pretzel Pieces among the core target segment of 25-44, containing flavored salty snack consumers, light brand buyers and lapsed Snyder’s customers. We grouped them as the ‘Established-ish Millennials’ with adventurous salty palates, currently consuming flavored snacks from the likes of Doritos and Cheetos. We recognized that they tended to see pretzels as boring, or the default snack when bored, and invariably identified themselves as one or the other: a pretzel purist or a pretzel rebel.

Should broken up bits of pretzels still be called “pretzels?” That’s what a lot of pretzel fans on social were asking about Snyder’s Pretzel Pieces. We decided to lean into the debate — with an homage to the greatest show to ever take on frivolous arguments. Seinfeld. Featuring the iconic attorney from the show, Jackie Chiles, and matching every detail from the set, our campaign was like its own episode. In the end we reached a settlement by offering one fan free Pretzel Pieces for life, just like the “free coffee for life” Jackie won on the show. We even let fans call Jackie directly to win.

Our Millennial audience wasn’t thinking about pretzels. And if they were, they thought they were boring. We needed to drive awareness by surprising them with new formats and flavors. We needed to show them that pretzels could break their expectations, by introducing them to Snyder’s Pretzel Pieces.

To start, we set up the tension — should Pretzel Pieces be called “pretzels”? Broadcast spots featured Jackie Chiles declaring that Pretzel Pieces were flouting pretzel conventions.

Next, we invited everyone to join the debate on social. Jackie took to TikTok to lay out his argument and invited people to debate him. To extend reach and awareness, we partnered with a range of creators to duet and debate Jackie.

Finally, we reached a “settlement” with Jackie that mirrored the “free coffee for life” he won on Seinfeld. Pretzel purists who tried Pretzels Pieces were invited to call Jackie’s law office at a 1-800 number (1-844-JCHILES), for a chance to win free Pretzel Pieces for life.

Our campaign delivered category sales growth and awareness by reselling Pretzel Pieces (which existed since 1992) as a new, untraditional product for modern salty snackers, when pretzels were consided boring and traditional. It did so in a way that excited the public into rethinking the potential of a pretzel, distinctively and hilariously. By delivering significant uplifts in sales (+14.3%), product awareness (+90%), purchase intent (+35%), reach (1.07B total impressions) and social traction (27.7M in social engagement), the campaign laid the groundwork for what Pretzel Pieces is ought to be famous for: the untraditional pretzel with bold flavors for the modern palate. The campaign ultimately invigorated the perception around pretzels, and Snyder’s of Hanover brand overall.