The new Snyder’s of Hanover platform, “Pushing the Limits of Flavour,” is introducing Canadians to the brand while ramping up distribution nationally.

The platform, developed by Zulu Alpha Kilo, is heroed by spots set in an artisanal bakery. The creative dramatizes the lengths chefs take to inject the brand’s pretzel pieces with bold flavours, such as its two SKUs Cheddar Cheese and Honey Mustard & Onion.

Sarah Broomfield, marketing director of snacks at Campbell Company of Canada, tells strategy that leveraging key insights about Canadian snackers helped shape the campaign’s direction. For instance, Canadians approach the pretzel category as a functional one, without the emotional associations of tradition and nostalgia that exist south of the border, she adds.

“This is Snyder’s of Hanover’s first time speaking to Canadians with a broad-reaching creative campaign,” Broomfield explains. “We designed this campaign specifically for a new audience who may not be looking to pretzels to satisfy salty snack cravings, and who also may not be familiar with the Snyder’s of Hanover brand. Tapping into Canadians’ passion for new and exciting snacks by showcasing our surprisingly bold and crunchy Pretzel Pieces is the perfect opportunity to build equity with Canadian snackers.”

The creative includes video and static assets. Spark Foundry planned the media, with digital placements including YouTube, Meta, TikTok, Amazon Prime, Twitch and The Score. OOH will also be running in high-traffic locations. “It follows months of experiential sampling at relevant events across Canada, and it is supported by brand partnerships that will help cement Snyder’s of Hanover as a key part of the perfect snacking moment,” Broomfield points out.

Broomfield says the launch hones in on Snyder’s of Hanover as an “exciting snacking contender.” She adds that the Snyder’s of Hanover brand has brought in more than 230,000 new buyers in the last year, driving record growth rates for the pretzel category, “which is now growing faster than many other salty snack segments.”