Move over, Jason, Leatherface and Jigsaw. This Halloween, Snyder’s of Hanover, in collaboration with Leo Burnett, is giving the holiday a savory twist with their new character, Pretzelface.
By blending horror-inspired elements with urban legend vibes, the campaign seeks to elevate Halloween from its candy-centric roots to a celebration of both sweet and salty snacks.
The ad introduces Pretzelface, a mysterious and quirky figure who believes in pairing classic Halloween candy with Snyder’s pretzels.
The playful campaign emphasizes that pretzels don’t have to replace candy but rather complement it, creating a satisfying combination for Halloween snacking. With treats like Monster Snaps and Mummy Rods, Snyder’s wants both pretzel and candy lovers to join in on the Halloween fun. Watch below:
According to Snyder’s associate vice president Justin Matijcio, the brand aims to “take pretzel obsession to spooky new heights,” “At Snyder’s of Hanover, we are taking our everyday pretzel obsession to spooky new heights this Halloween season,” said Justin Matijcio, associate vice president pretzels, Campbell’s Snacks. “We’re introducing our playful take on Halloween folklore with ‘Pretzelface’ to show you just how delicious a sweet AND salty Halloween can be!”
The Pretzelface campaign will roll out on major streaming platforms like Disney+ and Hulu, along with popular social media platforms like YouTube and TikTok, ensuring plenty of exposure throughout the spooky season.
So, this year, it’s all about mixing things up – making Halloween sweet, salty, and a little spooky with Snyder’s pretzels!
CREDITS:
Brand: Snyder’s of Hanover
- Chief Marketing Officer: Janda Lukin
- Marketing: Chris Tutor
- Manager: Naomi Zinner
- Vice President: Nick Hammitt
- Brand Director: Justin Matijcio
- Brand Manager: Frank Mozingo
Agency / Creative: Leo Burnett Chicago
- Creative Directors: Nick Howard, Nick Stoner, Evan Thompson
- Associate Creative Director: AK Sanford
- Copywriter: Maddie Arnold
- Art Director: Tyler Aguilera
- Executive Producer: Will St. Clair
- Producer: Beth Valenti
- Chief Operating Officer: Liz Taylor
- Account Directors: Diana El-Chantaf, Madison Matre
- Project Manager: Tyler Vondell
- Strategy Directors: Elke Anderle, Lacey Gilbert, Tori Ofenlock
Media: Spark Foundry
Production: Emerald Pictures
- Directors: Robert Jitzmark, Pär M. Ekberg
- Managing Directors: Mara Milićević, John Duffin
- Producer: Skot Bright
Post Production / VFX: Trafik
- Colorist: Daniel De Vue
- Color Assistant: Daymian Mejia
- Head of Production: Greer Bratschie
- Color Producer: Jeremy Brooks
- Executive Producer: Karena Ajamian
- Flame Lead: Jaime Aguirre
- Flame Artist: Ben Fall
- Producer: Bomyee Hwang
Editorial: PXP Studios
- Executive Producer: Jenny McDonald
- Editor: Luke Sloma
- Edit Assistant: Kate Hersey
Music / Sound: PXP Studios
- Creative Director: Jason Ryan
PR: Zeno Group
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