Changing Millennial Minds on Holiday Snacking

Snack Factory Pretzel Crisps

Consumer & Lifestyle

Challenge:

Snack Factory ® Pretzel Crisps ® (SFPC) needed a creative and elevated way to cut through the holiday chatter, positioning it as the go-to snack for holiday hosting and gatherings for its target audience: millennials, while leveraging its seven-foot charcuterie board as a holiday hosting hook.

Insight:

Millennials place a lot of importance on their social experiences, but their extremely busy calendars, particularly around the holiday season, don’t offer much time to think of new hosting ideas. ​

Approach:

Partnering with a brand new Canadian holiday musical, Chris, Mrs. provided the opportunity to showcase SFPC as new holiday hosting snack option with millennials and create an elevated event experience for key media and influencers on the show’s opening night; further, sponsored articles with Foodism and Salut Bonjour allowed the us to highlight the 7-ft charcuterie board and position SFPC in elevated holiday snacking scenarios. 

Impact:

The Chris, Mrs. partnership drove strong brand visibility in an engaging and creative way, achieving 74M+ combined paid and earned media impressions, including 4.4M+ social media impressions generated by our exclusive opening night event. Further, our sponsored content achieved 5.2M+ impressions, and the brand saw a significant sales increase during the holiday season. 

Awards:

2024 CPRS ACE Awards Winner – Marketing Communications Campaign of the Year (Bronze)