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. The snacking category lives at two poles: indulgent/extreme or wellness-ish. Instead of forcing pretzels into either, we went where no one else could: Full Pretzel. Hard, crunchy, and straightforward. Snyder’s started acting like a front-of-pantry snack and reversed years of declining sales.

Role: Lead Strategist