New Snyder's of Hanover campaign features spokeswoman with gravitas

First work for brand from Barton F. Graf gets intense about eye contact

Barton F. Graf (née 9000) won the Snyder's-Lance snack food account in February of last year. Now, the agency is unveiling an ambitious integrated campaign for the flagship brand, Snyder’s of Hanover Pretzels. A 30-second TV spot features an unblinking, gravel-voiced spokeswoman — confident at the helm of the picnic table despite her pink V-neck sweater — lauding the thousand-year history of the crunchy twist. Two 15-second TV spots see her making good use of heavy books. Half-a-dozen additional videos are running on social and will be used to respond to supporters or critics, including an intentionally awkward 3-minute spot that lists every kind of pretzel the company makes.

Credits

Chief Creative Officer
Chief Executive Officer
Chief Strategy Officer
Executive Creative Director
Art Director
Copywriter
Head of Design
Head of Production
Producer
Group Account Director
Account Supervisor
Head of Business Affairs
Production
Director
Production Designer
Editorial
Editor
Assistant Editor
Executive Producer
Music CCO
Music EP
Music Producer
Telecine
Colorist

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