From Dugouts to Digital: How HK Anderson Swung Big and Won

By Tom Frank

As the new baseball season kicks off and the smell of fresh popcorn and pretzels fills stadiums across the country, I can’t help but be reminded of a campaign that still makes me smile—and still makes me proud. Years before healthy snacking became mainstream, I was part of an amazing team that helped bring HK Anderson Pretzels to the plate with a bold brand launch that combined heart, humor, and a seven-foot-tall pretzel named HK.

Let’s rewind.

For over 120 years, HK Anderson had quietly been one of the oldest pretzel bakeries in the country—producing beloved snacks as a private label manufacturer. But when they decided to release their first-ever branded line of all-natural pretzels, they needed more than just a new look. They needed a voice, a personality, and a story that could cut through a saturated snack market. So they called and we swung for the fences.

Trade Up to Healthier Snacking

With the rise of better-for-you snacks, we developed a strategic platform called “Trade Up to Healthier Snacking.” We invited families to ditch greasy chips and empty calories in favor of HK Anderson’s all-natural pretzels. Through a nationwide sampling effort and smart partnerships—like ones with the Pittsburgh Pirates and Pop Warner Little Scholars—we promoted healthy habits on and off the field, and seeded brand loyalty among young athletes and their families.

But we knew that a healthy message alone wouldn’t be enough to win hearts (or shelf space). We needed a hook. Something bold. Something… salty.

Meet HK: A Mascot Unlike Any Other

On April 26th—National Pretzel Day—we introduced the world to HK, a seven-foot-tall, slightly absurd, and wildly lovable pretzel man with his own blog, Twitter handle, Facebook page, and an entourage. He wasn’t just a mascot—he was a walking, crunch-loving embodiment of the brand.

The idea of HK was introduced to the world through a series of hilarious webisodes. He danced, he sampled, he posed for selfies—and he toured the country, popping up everywhere from Chicago to San Francisco, D.C. to Pittsburgh, where he routinely made appearances at Pirates and Penguins games. In short, he became a bit of a salty celebrity.

A Proclamation Fit for a Pretzel

And because no proper launch is complete without a bit of official flair, we partnered with Hon. Robert Walker, Former U.S. Congressman for Pennsylvania’s 16th District and founder of National Pretzel Day, to cheekily proclaim April 26th as Natural Pretzel Day—a healthier twist on the traditional holiday that perfectly aligned with the brand’s better-for-you mission.

Social Media That Actually Was Social

Back when “going viral” meant more than just a buzzword, we launched HK Anderson’s Facebook page with a simple but irresistible offer: a free bag of pretzels for anyone who promised to “trade up” to healthier snacking. Within hours, the brand gained over 20,000 fans. That early momentum translated into a loyal online community that shared content, commented on HK’s antics, and helped push awareness far beyond the limited shelf space the brand had at the time.

Over the course of the next few months, we distributed 50,000 samples, awarded $10,000 in scholarships to student athletes, and built a brand from the ground up that people genuinely loved.

The End Game: A Home Run Acquisition

Despite limited distribution, the campaign generated outsized results in awareness, sampling, and brand engagement—eventually catching the attention of ConAgra Foods, who acquired HK Anderson’s parent company, National Pretzel. That acquisition validated the bold strategy and creative execution that brought HK Anderson into the spotlight for the first time in over a century.

But the story didn’t end there.

More recently, the brand was acquired once again—this time by Utz Brands, as part of their expansion into the filled pretzel category. The move reinforced what we knew all along: with the right foundation, storytelling, and strategy, a legacy brand could not only be reborn—it could thrive, evolve, and attract enduring demand from major players in the snack world.