Pretzelmaker

Challenge

Pretzelmaker asked MGH to develop a PR campaign for its biggest food holiday – National Pretzel Day – to help the brand stand out among the many “free pretzel” offers being promoted by competitors that day.

KEY INSIGHT

With other brands pushing offers early and extending promotions, MGH knew it needed to create a public relations campaign outlandish enough to garner a disproportionate share of attention, drive consumers into the store, and generate national media placements/brand awareness through strong media relations.

SOLUTION

MGH came up with a unique campaign that put a new twist on the food holiday, which typically consists of giving away free pretzels. We asked customers to “earn” their free pretzel by reciting the official Pretzelmaker tongue twister. This fun, brand-appropriate approach was the crux of our outreach to national media, including the leading network morning shows. We proposed interactive segment ideas that included a pretzel twisting competition, a tongue twister contest, pretzel art of anchors, and a pretzel twisting demonstration.

MGH helped Pretzelmaker:

  • Land two live national TV segments on the TODAY Show and Fox & Friends
  • Increase YOY transactions by 29%
  • Generate 4,496,041 media impressions, which translates to $708,539 in publicity value
  • Secure coverage on more than 270 online blog and forum posts

What a concept: Good work, that actually worked.