Snyder’s of Hanover
Pretzels, Baby

Pretzels were being taken for granted. They were being pushed to the back of the pantry.
You can’t do that to pretzels. They’ve been around for a thousand years.
To reclaim their rightful place as a front of the pantry snack, all they had to do was start acting like one.


The Pretzel Lady took to the internet to assert dominance as a leading snack. Which meant standing up to pretzel-bullies like Andy Richter.


But we didn't just ban pretzel haters. We also encouraged pretzel enthusiasts. Like this chat with @alexkorodi.

Press: Adweek, AdAge, FastCo
With: Mark Bielik, Ian Reichenthal and more at Barton F. Graf.
Directed by Harold Einstein.