SUPERPRETZEL wanted to find a way to engage with consumers that would create a positive feeling and a genuine connection for the brand. They saw a unique opportunity to celebrate #NationalSoftPretzelMonth and #NationalPretzelDay by owning the holidays and creating a fun environment for people to enjoy their soft pretzels.
EMC Outdoor, in partnership with 160over90, developed an experiential activation centered around a custom-designed SUPERPRETZEL food truck. We helped create a more engaging environment with a planned free yoga event, games and prizes, brand ambassadors, a costumed mascot, free swag and lots of soft pretzels.
In addition to celebrating the national pretzel-focused holidays, the brand experience shared the #SnacktivateKindness message with consumers at key locations around the city, including a Phillies game, LOVE Park, the Penn Relays, Navy Yard, and various hyper-local neighborhood locations.
The experiential marketing approach allowed SUPERPRETZEL to gain valuable impressions with people of varying demographics. They reached important consumer groups with whom they desired to build positive relationship— both families and business professionals, young athletes, sports fans and tourists.
SUPERPRETZEL completely owned #NationalSoftPretzelMonth and made it special for the people of Philadelphia!
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