My team and I were tasked with creating a campaign to help distinguish a brand from its competition, and after conducting our own primary and secondary research we decided to help Pretzel Crisps "dress up their pretzel." Through television, digital, print, and brand activations, we created a fun and effective campaign to convey our new message.

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3. Agency and Brand Strategy
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4. 4
Environmental Analysis

5. 5
Competitor Analysis

6. 6
SWOT Analysis

7. 7
Objectives and Budget

8. 8
Research

9. 9
Brand Value Proposition

10. 10
Target Market

11. 11
Campaign Strategy

12. 12

13. 13
Creative Overview

14. 14
Creative Executions

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16. 16

17. 17

18. 18
Media Objectives

19. 19
Media Choices

20. 20
Media Choices

21. 21
Media Choices

22. 22

23. 23
Brand Activation

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27. RADIOSCRIPT-ClientsName:PretzelCrisps
BeingAdvertised:PretzelCrisps
AgencyName:6Strings
Title:“PretzelCrispsParty”
Duration:30Seconds
Writer:ChrisMurch
IntendedRadioStations:Pandora,Spotify
SceneOne:Int.Location#1-Night
SOUND:Glassesclink,chatteramongpatrons,partyscene
MAN:Youknow,itwasreallynicetoseeJonathanandPaigetonightit’s
unfortunatetheyhadtoleaveearly.
MAN:Iknow!YouknowwhatIcouldgoforrightaboutnow?Anicesnack.
WOMAN:Icouldalsogoforthat.Let’snotforgethoweveraboutthedietwe
startedonMonday.
SceneTwo:Int.Location#2-Night
SOUND:MANandWOMANwalktokitchen.Stepsheard,morechatter
amongpatrons.
WOMAN:HeylooktheyhavePretzelCrisps!
MAN:Whatarepretzelcrisps?
WOMAN:Ohmygoodnessyouhaven’theardofPretzelCrisps?Theyare
thesethin-likepretzelswithalltheseamazingflavorslikebuffalo,jalapeno,
Parmesanandmore.Lookslikethisoneisbuffalo.
MAN:Ooh,givemethat,I’lltakeanytypeofflavorthatremindsofthepre-
diet.
SOUND:BiteCrunch
MAN(cont’d):Wowtheseareactuallygreat!
WOMAN:Iknowright!HerepairitwiththisMonterreyjackcheese,dressitup
alittle.
SOUND:BiteCrunch#2
MAN:Youknowthiswholedietthingisn’tsobadafterall.
WOMAN:OhDennis
MUSIC:Lightmusic.ThinkALLSTATEFlocommercials.
WOMAN#2:(OverMusic)“Don’tbeboringwithyoursnackchoice.Dressup
yourpretzelwithPretzelCrisps.”
TheEnd
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28. CreativeBrief-PretzelCrisps
HistoricalBackground
PretzelCrispswereliterallymadeoutoflove.AfterSaraandWarrenWilsonmetsellingfunnel
cakesatanamusementparkandgotmarried,theywentintobusinesstogethercreatingpopular
snacksliketheNewYorkStylePitaandBagelChips.Itwasn’tuntiltheydecidedtorethinkthe
averagepretzelwhenPretzelCrispswerecreated.Thesethin,versatilecrispswerecreatedtobe
dipped,stacked,andpairedwithjustaboutanything.In2004,TheWilson’senduredabattlewith
competitiontotrademarktheirnameandkeepbiggerbrandsfromcopyingtheirproduct.Today,
thenumberofdifferentPretzelCrispflavorsmakesthemappealtoalltastebuds.
Goals
MarketingObjectives-Asanagency,wewanttocreatemoreawarenessofPretzelCrispsasan
individualizedbrand.Wewanttheretobea70%comprehension,(understandmessage)and45%
conviction(value)
AdvertisingGoals:Theeffectivereachofthiscampaignis70%withaneffectivefrequencyof5
TimeFrame:ThiscampaignwillbeayearlongbeginninginJanuaryandendinginDecember.
TargetMarket:ThetargetmarketforPretzelCrispsisbothmenandwomenfromtheagesof
25-44.Thisincludesabroadrangeofindividuals,fromyoungprofessionals,toparents,and
foodies.
AdvertisingProblem:Forstarters,PretzelCrispsdoesnotadvertiseatall,whichissomething
weasanagencywanttochange.WewanttocreatemoreawarenessaboutthePretzelCrispbrand
andhaveitstandoutamongstthepretzelmarketasaversatilesnackthatcanbepairedwithjust
aboutanything!Ourtargetmarketinherentlygravitatestowardssnackfoodslikechipsand
crackersinsteadofutilizingthemanyoptionsPretzelCrispscanoffer.Wewanttosolvethis
problembypositioningPretzelCrispsasafun,uniqueproductwithanimmenseamountof
varietythatworkswellwithotheringredients.
EmotionalNeed:Werecognizethatamajorityofpeopleinourtargetmarkettendtobeavid
snackers.However,mostofthesepeoplesnackwhentheyhavedowntime.Throughthis
campaignwewanttoencouragethisaudiencetousePretzelCrispsforrecipesandinsocial
gatherings.73%ofoursurveyrespondentssaidtheyalreadypairtheirpretzelswithother
spreadablesanddipssowiththiscampaignwecancontinueencouragingthisaspectinnewand
excitingways.
Competitors:RoldGold,PepperidgeFarms,Stacey’s
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Meet Our Team!

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