Pretzel Bites Snack House Tour
King's Hawaiian
King's Hawaiian was entering a brand new snack category with the launch of Pretzel Bites. The product needed to earn consumer awareness and retail velocity before it ever hit shelves, in a competitive snack market where new products live and die by trial.
Campaign Development
CPG
Experiential
Product Launch
Sweepstakes
Influencer
Social
The Strategy
We put the product directly in consumers' hands before retail launch, building a multi-city experiential tour as the campaign anchor and surrounding it with talent, PR, influencer, and media to amplify every stop far beyond the people who showed up in person. When my team was restructered mid-development, I absorbed full ownership and drove project to launch.
The Execution
- Branded trailer transformed into an immersive snack experience
- Eli Manning as official launch day partner including live PR appearance and ESPN segment
- NYC pretzel cart takeover with over 200+ Manhattan cart vendors
- Influencer content at each tour stop to drive social content and organic reach
- National online sweepstakes to extend digital engagement
- Earned media and press strategy executed through PR agency
- Stops at key retail partners with branded sampling truck
The Results
653M+
Earned media impressions
50K+
Samples distributed on launch day
+11%
Increase in total U.S. sales
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