Pretzels had become a back of pantry snack, seen as bland and forgettable. As the category leader, Snyder's of Hanover couldn't afford that. Instead of recasting pretzels as the cool, hip, and millennial, our strategy was to double down on the Pretzel-ness and start acting like a front of the pantry snack. We went all in on the snacks, hard, crunchy, baked, and brown truth giving it the swagger it needed.

Role: Lead Strategist