HK Anderson Pretzels
Lancaster, PA
the charge
One of the oldest pretzel bakeries in the country wanted to relaunch as a more energized and relevant brand, including introducing its first branded product in its 120 year history.
the approach
Our team positioned HK as a healthful snack through a “Trade Up to Healthier Snacking” campaign, where families traded chips for all-natural pretzels, supported by partnerships with Major League Baseball, Pop Warner Little Scholars, etc. To enhance brand recognition, we introduced HK, a mascot who became a well-known figure online and at events, helping the brand stand out in the competitive snack market.
the results
HK achieved significant brand recognition through extensive sampling and online reach, leading to strong consumer engagement. This success, coupled with the growing demand for healthy snacks, resulted in HK’s acquisition by a major consumer goods company and expansion into national retail channels.
Brand • PR • Social Media • Creative • Collateral • Events • Digital Advertising
