Overview
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.
Assignment
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.
Strategy
- 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.
Results
GARNERED 446K+ IMPRESSIONS FROM 8 INFLUENCERS IN 5 DAYS, TAGGING @PRETZELCRISPS AND #NATIONALPRETZELDAY
Received positive reactions from notable influencers, including @MarinaLarroude (Fashion Director at Barneys New York), @BrittSimerson (lifestyle influencer) and @KelaWalker (Emmy-nominated TV host and lifestyle influencer)
