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Herr’s Pub Pretzel

Fueling growth in a stagnant pretzel category

INTEGRATED SOCIAL MEDIA CAMPAIGN
MEDIA STRATEGY
TELEVISION
OUTDOOR

The Challenge

It was good news and bad news for Herr’s—the largest family owned snack brand in the country. First, the good: Salty snacks were growing. Like, a lot a lot. But the bad: Jerky, popcorn, cheese snacks and corn snacks were hogging all the sales. Despite that, Herr’s was launching a sourdough pretzel to compete with the competition’s similar products. Which was actually great news, because Herr’s was working with quench.

Insight:
Consumers demand proof of pretzel.

Pretzel eaters in the Philadelphia market — which is pretty much everyone — take their pretzels really seriously. And given so much pretzel passion, Herr’s wasn’t going to win on the merits of logic. Their new pretzel would have to ooze both authenticity and personality.

Solution

THE ONLY PUB-APPROVED PRETZEL

Sourdough pretzels are pub-style pretzels. So in our quest for authenticity, we realized we had to validate Herr’s new pub pretzel where pub pretzels are known best: English pubs. We journeyed to England and visited more pubs than we could count with Ed Herr, himself, filming the genuine, unscripted reactions as the pub patrons sampled the pretzels. They had a lot to say. Some of it hard to decipher. Almost all of it glowingly positive. The colorful conversations became a series of digital videos which ran on TV and in a social media campaign. The result? A pub-approved integrated campaign case study worth raising a pint (and a pretzel) to.