Five years after marlo marketing began working with Snack Factory® Pretzel Crisps® as their AOR (media relations, new product launches, trade show activations, strategic partnerships), we were asked to once again find a way to break through the clutter and create awareness for the brand around National Pretzel Day.
Ideate and execute a strategic National Pretzel Day social influencer campaign to create buzz and capture the attention of top-tier editorial and social influencers.
- Concept and design a uniquely personalized creative mailer centered around the idea of customized fashion illustrations straight from the recipient’s Instagram feed — with a bag of Pretzel Crisps® drawn in — to cement the brand’s positioning as an innovative and delicious clean-label snack.
- Step away from the brand’s typical food media targets and focus on identifying top-tier fashion, beauty, lifestyle, and wellness influencers to create a whole new crew of loyal fans.
- Secure earned social media coverage to ensure Pretzel Crisps® stands out during the saturated holiday.
Within days of sending out the mailer, the brand saw an immediate response from recipients sharing their reactions on their social channels, tagging @PretzelCrisps and #NationalPretzelDay