AdvertiserSnyder's of Hanover
AgencyBarton F. Graf 9000
SectorFood and Drink
ExposureGlobal and United States
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.