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.


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