GKV announced January 11 it has been named Agency of Record for leading pretzel brand, Snyder’s of Hanover, part of the Snyder’s-Lance family of brands. The announcement follows a competitive review that included a short list of creative and media buying and planning agencies.
For the past several years, GKV has handled the advertising, public relations, and media planning and buying for Snyder’s-Lance at the corporate level and for the following Snyder’s-Lance brands: Lance Sandwich Crackers, Cape Cod Potato Chips, Archway and Stella D’oro cookies. In 2012, GKV began doing public relations work for Snyder’s of Hanover pretzels and as of January 2013 GKV handles advertising, public relations, and media planning and buying for the brand.
The Baltimore-based agency first started working with Snyder’s-Lance, then Lance, Inc., in 2003, when GKV launched a two market radio test for the Lance Sandwich Crackers brand. In 2008, GKV successfully helped Lance Sandwich Crackers expand into the brand’s first national TV campaign. GKV began providing integrated marketing services to Cape Cod Potato Chips in 2008, Archway Cookies in 2009 and Stella D’oro in 2010, as well as project work for other Snyder’s-Lance owned brands. In addition, GKV launched Archway, Cape Cod Potato Chips and Lance on a variety of social media platforms including Facebook, Pinterest and Instagram, among others. Most recently in 2012, GKV developed new TV and digital campaigns and media plans for Lance, Cape Cod Potato Chips and Snyder’s of Hanover.
“GKV’s nearly decade-long relationship with Snyder’s-Lance, our superior creative capabilities and experience in building successful brands in the highly competitive snack food market helped secure the new Snyder’s of Hanover pretzel business,” said Roger Gray, CEO of GKV.
“Since first partnering with the Lance brand nearly a decade ago, we’ve been fortunate to create new and successful partnerships with other brands in the Snyder’s-Lance family,” said Dan Collins, SVP and Partner, GKV. “Snyder’s of Hanover is the leading brand in the pretzel category, but they continue to act like a challenger brand, never satisfied with the status quo and always looking for new ways to grow and serve their customers and consumers.”
GKV will roll out a national TV and digital campaign for Snyder’s of Hanover pretzels in 2013 with a focus on the intense flavor of Pretzel Pieces as a way to “Taste how great a pretzel can be.”
“GKV gave us lots of great choices for new creative as well as best-in-class research techniques to determine the most effective way to achieve our objectives,” said John Konradt, Senior Vice President and Chief Marketing Officer of Snyder’s-Lance, Inc. “They went beyond what we said we wanted, and provided an integrated marketing solution to better position our brand to new and current customers and consumers.”